Barbie Debuts LeBron James Doll, Marking the Brand’s First Kenbassador
Mattel (NASDAQ: MAT) has announced the launch of a groundbreaking LeBron James Ken doll, marking the first-ever Ken doll of a professional athlete. The doll, part of the new Kenbassadors™ initiative ahead of Ken's 65th anniversary in 2026, stands taller than standard Ken dolls and features custom details including a varsity jacket, Nike sneakers, and Foundation-branded apparel.
The collaboration includes a partnership with the LeBron James Family Foundation, with Mattel making a donation to support James' community initiatives in Akron, Ohio. Additionally, for every doll sold at Target between April 14-19, 2025, Mattel will donate a copy of James' book 'I Am More Than' to Save the Children, up to 5,000 copies.
The Barbie Signature LeBron James Kenbassadors doll will be priced at $75 and will be available at select retailers including Target, Amazon, Walmart, and Mattel Creations starting April 14th. A exclusive pre-release, including some signed dolls, will be available at UNDEFEATED store in Los Angeles on April 12th.
Mattel (NASDAQ: MAT) ha annunciato il lancio di una innovativa pupazzo Ken di LeBron James, segnando il primo pupazzo Ken di un atleta professionista. Il pupazzo, parte della nuova iniziativa Kenbassadors™ in vista del 65° anniversario di Ken nel 2026, è più alto dei normali pupazzi Ken e presenta dettagli personalizzati tra cui una giacca da varsity, scarpe Nike e abbigliamento a marchio Foundation.
La collaborazione include una partnership con la LeBron James Family Foundation, con Mattel che farà una donazione per sostenere le iniziative comunitarie di James ad Akron, Ohio. Inoltre, per ogni pupazzo venduto da Target tra il 14 e il 19 aprile 2025, Mattel donerà una copia del libro di James 'I Am More Than' a Save the Children, fino a un massimo di 5.000 copie.
Il pupazzo Barbie Signature LeBron James Kenbassadors avrà un prezzo di $75 e sarà disponibile presso rivenditori selezionati tra cui Target, Amazon, Walmart e Mattel Creations a partire dal 14 aprile. Una pre-release esclusiva, che include alcuni pupazzi firmati, sarà disponibile presso il negozio UNDEFEATED a Los Angeles il 12 aprile.
Mattel (NASDAQ: MAT) ha anunciado el lanzamiento de una innovadora muñeco Ken de LeBron James, marcando el primer muñeco Ken de un atleta profesional. La muñeca, parte de la nueva iniciativa Kenbassadors™ en anticipación al 65° aniversario de Ken en 2026, es más alta que las muñecas Ken estándar y presenta detalles personalizados, incluyendo una chaqueta de varsity, zapatillas Nike y ropa de la marca Foundation.
La colaboración incluye una asociación con la LeBron James Family Foundation, con Mattel haciendo una donación para apoyar las iniciativas comunitarias de James en Akron, Ohio. Además, por cada muñeco vendido en Target entre el 14 y el 19 de abril de 2025, Mattel donará una copia del libro de James 'I Am More Than' a Save the Children, hasta un máximo de 5,000 copias.
El muñeco Barbie Signature LeBron James Kenbassadors tendrá un precio de $75 y estará disponible en minoristas seleccionados, incluyendo Target, Amazon, Walmart y Mattel Creations a partir del 14 de abril. Una pre-lanzamiento exclusivo, que incluirá algunos muñecos firmados, estará disponible en la tienda UNDEFEATED en Los Ángeles el 12 de abril.
매텔 (NASDAQ: MAT)은 혁신적인 르브론 제임스 켄 인형의 출시를 발표하며, 이는 프로 운동선수의 첫 번째 켄 인형입니다. 이 인형은 2026년 켄의 65주년을 앞두고 새로운 켄바사더스™ 이니셔티브의 일환으로, 일반 켄 인형보다 키가 크고, 대학 재킷, 나이키 운동화, 재단 브랜드 의류 등 맞춤형 세부 사항을 특징으로 합니다.
이번 협업은 르브론 제임스 가족 재단과의 파트너십을 포함하며, 매텔은 제임스의 지역 사회 이니셔티브를 지원하기 위해 오하이오주 아크론에 기부를 할 것입니다. 또한, 2025년 4월 14일부터 19일 사이에 타겟에서 판매되는 인형마다 매텔은 제임스의 책 'I Am More Than'을 Save the Children에 기부할 예정이며, 최대 5,000부까지 기부됩니다.
바비 시그니처 르브론 제임스 켄바사더스 인형의 가격은 $75이며, 4월 14일부터 타겟, 아마존, 월마트 및 매텔 크리에이션스와 같은 선정된 소매점에서 구매할 수 있습니다. 일부 서명된 인형을 포함한 독점 사전 출시가 4월 12일 로스앤젤레스의 UNDEFEATED 매장에서 진행될 예정입니다.
Mattel (NASDAQ: MAT) a annoncé le lancement d'une poupée Ken LeBron James révolutionnaire, marquant la première poupée Ken d'un athlète professionnel. La poupée, qui fait partie de la nouvelle initiative Kenbassadors™ en vue du 65e anniversaire de Ken en 2026, est plus grande que les poupées Ken standard et présente des détails personnalisés tels qu'une veste de varsity, des baskets Nike et des vêtements de la marque Foundation.
La collaboration inclut un partenariat avec la LeBron James Family Foundation, Mattel faisant un don pour soutenir les initiatives communautaires de James à Akron, Ohio. De plus, pour chaque poupée vendue chez Target entre le 14 et le 19 avril 2025, Mattel fera don d'un exemplaire du livre de James 'I Am More Than' à Save the Children, jusqu'à 5 000 exemplaires.
La poupée Barbie Signature LeBron James Kenbassadors sera au prix de 75 $ et sera disponible chez des détaillants sélectionnés, y compris Target, Amazon, Walmart et Mattel Creations à partir du 14 avril. Une pré-sortie exclusive, incluant quelques poupées signées, sera disponible au magasin UNDEFEATED à Los Angeles le 12 avril.
Mattel (NASDAQ: MAT) hat die Einführung einer bahnbrechenden LeBron James Ken-Puppe angekündigt, die die erste Ken-Puppe eines Profisportlers darstellt. Die Puppe, Teil der neuen Kenbassadors™-Initiative im Vorfeld des 65. Jubiläums von Ken im Jahr 2026, ist größer als die Standard-Ken-Puppen und verfügt über individuelle Details wie eine Collegejacke, Nike-Sneaker und Kleidung mit Foundation-Branding.
Die Zusammenarbeit umfasst eine Partnerschaft mit der LeBron James Family Foundation, wobei Mattel eine Spende zur Unterstützung von James' Gemeinschaftsinitiativen in Akron, Ohio, leisten wird. Darüber hinaus wird Mattel für jede Puppe, die zwischen dem 14. und 19. April 2025 bei Target verkauft wird, ein Exemplar von James' Buch 'I Am More Than' an Save the Children spenden, bis zu 5.000 Exemplare.
Die Barbie Signature LeBron James Kenbassadors-Puppe wird zu einem Preis von 75 $ erhältlich sein und ab dem 14. April bei ausgewählten Einzelhändlern wie Target, Amazon, Walmart und Mattel Creations erhältlich sein. Eine exklusive Vorabveröffentlichung, die einige signierte Puppen umfasst, wird am 12. April im UNDEFEATED-Geschäft in Los Angeles erhältlich sein.
- First-ever athlete Ken doll targeting growing adult collector market segment
- Partnership with high-profile athlete LeBron James enhances brand visibility
- Strategic timing ahead of Ken's 65th anniversary in 2026
- Premium pricing at $75 indicates higher margin potential
- initial distribution through select retailers may restrict sales potential
- Book donation campaign capped at 5,000 copies could impact profit margins
Insights
Mattel's introduction of the LeBron James Ken doll represents a strategic evolution of the Ken brand with three significant market implications:
First, this move directly capitalizes on the adult collector segment, explicitly identified in the release as the fastest-growing consumer segment in toys. The $75 price point - significantly higher than standard dolls - positions this as a premium collectible rather than a children's toy.
Second, the timing leverages residual cultural momentum from the Barbie movie while establishing a new "Kenbassador" concept that creates a framework for future celebrity partnerships. This approach modernizes the Ken brand ahead of its 65th anniversary in 2026.
Third, the distribution strategy employs a classic -release approach - starting with the exclusive UNDEFEATED store drop (including signed editions) before wider retail availability - creating scarcity and collector demand.
The partnership with LeBron's foundation adds authentic purpose alignment that resonates with today's values-conscious consumers. By featuring personalized details like LeBron's "I Promise" band and foundation t-shirt, Mattel creates compelling product differentiation while simultaneously expanding cultural relevance beyond traditional Barbie demographics.
This LeBron James collaboration represents Mattel's continued execution of its post-Barbie movie strategy to extend brand relevance and reach premium price segments. The adult collector focus is particularly noteworthy as it targets higher-margin business compared to traditional children's toys.
The multi-channel distribution approach balances exclusivity with accessibility - leveraging a boutique streetwear store (UNDEFEATED) for initial collector buzz while ensuring mass availability through Target, Walmart, Amazon and direct channels. This maximizes both premium positioning and unit volume potential.
The product's physical differentiation - standing taller than standard Ken dolls with custom packaging - creates legitimate collector value rather than merely slapping a celebrity name on an existing product. The $75 price point positions this as an accessible luxury item compared to high-end collectibles that can cost hundreds.
Beyond immediate sales potential, this initiative establishes a template for the "Kenbassador" concept that could become an ongoing revenue stream through future celebrity partnerships. By recontextualizing Ken for adult audiences through authentic cultural connections, Mattel is executing the same brand extension strategy that has successfully revitalized other legacy toy brands across the industry.
Barbie Debuts LeBron James Doll, Marking the Brand’s First Kenbassador
Barbie the Movie spurred a global cultural phenomenon for the Barbie brand, recontextualizing the Barbie universe, including Ken. Today, adults are the fastest-growing consumer segment of the toy industry. Barbie has long been catering to adult collectors, and now the brand is bringing Ken to fans in an unexpected way. In advance of the iconic character’s 65th anniversary in 2026, the brand is excited to honor Kenbassadors™ who are inspiring and contributing to a better world for all.
"Ken is Barbie’s longtime best friend and supporter,” said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls, Mattel. “We are excited to bring fans a new presentation of Ken that celebrates LeBron as a role model, his icon status, lasting impact on culture, and dedication to setting a positive example for the next generation to reach their limitless potential.”
"As a young kid, I was fortunate to have role models who not only inspired me but also showed me what’s possible through hard work and dedication,” said LeBron James. “Now, as an adult, I understand how vital it is for young people to have positive figures to look up to. That’s why partnering with Barbie to release the LeBron James Kenbassadors doll is such an honor. It’s an opportunity to recognize the powerful impact of role models who instill confidence, inspire dreams, and show kids that they, too, can achieve greatness."
While LeBron James is recognized for his groundbreaking contributions on the basketball court, he’s also renowned for being a cultural curator and trendsetter. The LeBron James doll not only captures his effortless style, but also his height, standing one inch taller than the standard Ken doll in custom, larger packaging. James worked closely with the Barbie team to personalize his doll’s outfit, clad in a custom varsity jacket over the LeBron James Family Foundation’s signature We Are Family t-shirt, Nike Terminator High sneakers, Beats headphones, sunglasses, a fanny pack, a watch and his perennial ‘I Promise’ band. The patches on his varsity jacket reference milestones throughout his life, including a We Are Family patch as a tribute to the LeBron James Family Foundation, a 23 patch representing his iconic jersey number, and an
Barbie is proud to partner with the LeBron James Family Foundation, which James founded to further his mission to uplift his local community in
“For the LeBron James Family Foundation and the families we serve, this is so much more than a doll. It represents the reality that a kid from anywhere can make a difference,” said Michele Campbell, Executive Director of the LeBron James Family Foundation. “We are incredibly honored to partner with Barbie to continue inspiring the next generation and to celebrate LeBron’s unwavering commitment to his community by giving back through the LeBron James Kenbassadors doll.”
In a commitment to advancing early childhood literacy—a cause close to James’ heart—Mattel will donate a copy of his children's book, I Am More Than, to Save the Children for every Barbie Signature LeBron James Kenbassador doll sold at Target stores and Target.com between April 14 and 19, 2025, up to 5,000 copies. Save the Children and the Mattel Children’s Foundation have been partners for over 20 years. This donation celebrates Mattel’s longstanding support to the global humanitarian organization’s efforts to help children in the
The UNDEFEATED store on La Brea in
The Barbie Signature LeBron James Kenbassadors doll will be available at select Target stores and online at Target.com, Amazon, Walmart and Mattel Creations for an SRP of
About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com
About the LeBron James Family Foundation
With a commitment to redefining community and building stronger families, The LeBron James Family Foundation invests its time, resources and passion into creating generational change for kids and families through a focus on education and co-curricular educational initiatives. With its foundational I PROMISE Program, LJFF serves more than 1,600 students and their entire families by providing them with the fundamental resources, wraparound supports and family programming they need for success in school and beyond. In 2018, the Foundation built all of its family-first programming and academic interventions into the groundbreaking I PROMISE School that has created a new model for urban, public education. The Foundation has layered in additional resources including higher education and family supports at the I PROMISE Institute, transitional housing at the I PROMISE Village, long-term affordable housing at I PROMISE Housing, job training and financial health programming at House Three Thirty, and primary healthcare services at I PROMISE HealthQuarters. These life-changing resources, combined with the Foundation’s “We Are Family” philosophy, are re-defining what a family and community looks like.
To learn more about our story, visit https://www.lebronjamesfamilyfoundation.org.
About UNDEFEATED
UNDEFEATED is known as one of the most recognized sportswear brands and well-curated retail boutiques across the globe. Since the brand’s inception in 2002, UNDEFEATED remains as the unofficial voice defining an era of sports and street culture as one of the most influential brands of its generation.
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News Media
Devin Duff
Devin.Duff@mattel.com
Aly Lloyd
Aly.Lloyd@mattel.com
Source: Mattel, Inc.
FAQ
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