Image Courtesy of Mattel
April 14, 2025
Should LeBron James Have a Ken Doll?
Mattel, the parent of Barbie, announced that LeBron James, the Los Angeles Lakers star, will become the first professional athlete to have a Ken doll released in his likeness.
Aligned to Ken’s 65th anniversary in 2026, James’ doll marks the first installment of Barbie’s “Kenbassador” series, honoring a range of inspiring men.
The Kenbassador series represents the male counterpart to Barbie’s “Inspiring Women” series, which showcases “historical and present-day role models who paved the way for generations of girls to dream bigger than ever before.”
Those honored with Barbie dolls in recent years range from Amelia Earhart, Rosa Parks, and Jane Goodall to actress Viola Davis, singer Shania Twain, and tennis star Naomi Osaka. More obscure successful women across the fields of science, business, arts, and sports have also been feted.
In its press release, Mattel said that beyond James’ feats on the basketball court, his Ken doll celebrates his stature as “a cultural curator and trendsetter.” Showcasing his fashion sense, the doll is styled with Beats headphones, sunglasses, a varsity jacket, and a pair of Nike high tops.
The doll also honors James’ community support, with Mattel making a donation to the LeBron James Family Foundation, which supports K-12 and higher education in James’ hometown of Akron, Ohio.
Krista Berger, SVP of Barbie and global head of dolls at Mattel, said, “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.”
James said in a statement, “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.”
Barbie has come out with a few other male dolls, including Donny Osmond (paired with Marie) in 1976, MC Hammer in 1991, and Elvis Presley in 1996. However, the introduction of the Kenbassador series promises to see several other high-achieving males be similarly honored in the coming months.
James’ doll will be available at select Target stores and online at Target, Amazon, Walmart, and Mattel’s website for $75.
The Kenbassador series is expected to particularly appeal to collectors, as the 2023 blockbuster “Barbie” movie has revived interest in Barbie. According to Ipsos’ global trends report, nostalgia is one of the top three consumer trends set to dominate in 2025.
Steve Totzke, Mattel’s president and chief commercial officer, told the Los Angeles Times last year that adult collectors can account for up to 25% of sales. He said, “I’m just thrilled that the rest of the industry and society is catching up, because I do believe that play is essential and you should be enjoying toys and joy at all ages.”
Discussion Questions
Where do you see the potential commercial opportunity for LeBron James’ Ken doll and the overall Kenbassador series?
What does LeBron James getting his own Ken doll say about the evolution of nostalgia marketing?
Poll
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Cathy Hotka
Principal, Cathy Hotka & Associates
Gene Detroyer
Professor, International Business, Guizhou University of Finance & Economics and University of Sanya, China.
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
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Yes. Why not? He’s a role model to many and it’s a good way to celebrate his achievements. We had Barbie sportswomen, so doing the same with Ken and sportsmen makes sense.
Let’s get the obvious out of the way first: guys don’t do dolls, so a “male figurine” is, on average, never going to be as popular as a female. As for this specific figure, it’s as logical as any, I suppose, tho many cerebral types will cringe at picking a jock, however great, over the male equivalent of Rosa Parks or Amerlia Earhart (that we’re speaking of male equivalents, rather than the other way around, is remarkable).
My final thought: that LeBron is described as a Laker…Tom, you’ll never be welcome in Cleveland anymore!
If a male buys a Ken doll, this is it.
The LeBron doll really looks like him! For over 60 years these dolls have celebrated our lives and the lives of others. He’s a hero to so many…the doll is a way to celebrate that.
Sure, why not? The Kenbassador series honoring inspiring men is a good idea.
Wait. Is LaBron James nostalgia? Already?
LeBron is not Ken, so he should not be a “Ken” doll. I do not like to dilute a strong brand simply for novel effects, identity politics, or because it is “LeBron.”
Should Mattel wish to capitalize on the LeBron license, I prefer to see a LeBron doll instead. It makes good sense to celebrate LeBron’s unique identity and achievements rather than conforming him to a pre-existing mold.
Branding thrives on authenticity and originality, which allows individuals to connect with real, inspiring figures.
Mattel could design a LeBron doll that highlights his basketball career, complete with a Lakers jersey and signature sneakers. They could also include accessories like a basketball and a trophy, symbolizing his numerous achievements on the court. Additionally, the packaging could feature inspiring quotes from LeBron, emphasizing his influence both as an athlete and a role model.
Allan (Ken’s friend) may get a little jealous, but it’s about time Mattel expanded the Ken universe. This series will provide not only incremental sales, but expand the consumer base. I like the idea of modernizing the brand, it keeps the product relevant.
He is a good place to start. Not only is he a great ball player (maybe the best ever), but he is also an exceptional human being. We need to honor more exceptional human beings.
This makes sense, especially as so many Barbie and Ken dolls are sold as collectibles, not just dolls to play with. LeBron is perfect – and there are many more from many different worlds: sports, entertainment, and more – even politics. And if Krista Berger, SVP of Barbie and global head of dolls at Mattel, is watching… How can I get Matell to do a Ken doll of me? 🙂
LeBron fans will love this recognition. But I’ll take the other side of the equation by suggesting the first NBA star to have been awarded a Ken doll figure is Michael Jordan, still widely embraced as the greatest of all time. He single handedly raised NBA ratings to new highs, and revolutionized marketing among basketball players. He has also generously given back to schools, community.
Would you even be asking this question if he wasn’t a person of color? I don’t even remotely understand anything about it. Oh, are people afraid little boys are going to start playing with dolls? Good heavens!
This assumes he is a role model, and assuming the answer to that is “yes” then he should absolutely have a likeness, and yes that will become collectable. Whether or not society as a whole benefits from sports stars and celebrities being role models (as opposed to teachers, etc.), well that is an entirely different discussion.