• by Sarah Mahoney  @mahoney_sarah, April 10, 2025

LeBron James, the NBA’s all-time leading scorer, is taking on a new title: Barbie’s first-ever “Kenbassador.” Mattel is releasing a limited-edition doll in his likeness, betting that adult collectors -- and a little King James star power -- can help revive Barbie’s slipping momentum.

Timed to Ken’s upcoming 65th birthday, the launch signals a growing emphasis on adults, now the fastest-growing segment of the toy industry. And while Barbie has long inspired fervent collector devotion, the Kenbassador concept is new ground.

"Ken is Barbie’s longtime best friend and supporter,” said Krista Berger, Mattel’s senior vice president of Barbie and global head of dolls, in the announcement. “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.”

A Mattel spokesperson tells Marketing Daily the company isn’t yet releasing information about future honorees.

Mattel will donate a copy of James’ children’s book, "I Am More Than," to the nonprofit Save the Children for every doll sold at Target between April 14 and 19.

The $75 doll comes dressed in a varsity jacket over a We Are Family T-shirt from the LeBron James Family Foundation. Accessories include Nike Terminator High sneakers, Beats headphones, sunglasses, a fanny pack, a watch and an “I Promise” wristband honoring the star athelete's Akron school.

The doll is one inch taller than the standard Ken. Custom packaging also reflects James’ 6’9” frame.

It will be sold at Target, Walmart and Amazon, with an early release at Undefeated’s La Brea store in Los Angeles.

The launch follows a rough year for Barbie. Mattel is working to reposition itself as an intellectual property company, moving beyond traditional toy manufacturing. The shift comes amid rising concerns about tariffs and global production, with much of the toy industry still reliant on Chinese and Vietnamese factories.

In the fourth quarter, Barbie's gross billings fell 4% to $735 million. For the full year, they dropped 8% to $2.2 billion. Mattel recently laid off 35% of non-manufacturing workforce as the El Segundo, California-based company braces for further global trade pressures. Mattel says it is better positioned than rivals, with about 40% of production in China versus an industry average of 80%.

“Mattel is no longer a toy manufacturing company,” said CEO Ynon Kreiz at a recent investor conference. “We’re shifting from selling items off a shelf to managing franchises with global audiences.” While the "Barbie "movie is the clearest example, he said, “It’s not just Barbie and not just movies. It’s an entire portfolio that is evergreen, cultural, with important societal impact and a built-in fan base.”

Those properties, Kreiz noted, cross demographics and genres -- “with opportunities to translate to experiences outside of the toy aisle.”

LeBron may be more than an athlete -- but now, he’s also more than a Ken.