Barbie appoints LeBron James as the first "Kenbassador"
10/4/2025
Translation: machine translated
Barbie gets celebrity support: basketball legend LeBron James becomes the brand's first official "Kenbassador". Mattel wants to promote diversity and modernise the classic Ken image.
Mattel is setting another example for diversity at Barbie: In a recent press release, the company introduced NBA legend LeBron James as the brand's first «Kenbassador». With this initiative, Barbie wants to reinterpret the role of Ken and put a stronger focus on male role models.
Source: Mattel
«As an adult, I know how important it is for young people to have positive role models they can look up to», LeBron James is quoted in the press release. «That's why it's a great honour for me to partner with Barbie to launch the Kenbassadors doll.»
Source: Mattel
The LeBron James doll is part of the «Barbie Signature» collection. She wears a customised uniform jacket over the well-known «We Are Family» T-shirt from the LeBron James Family Foundation. The outfit is complemented by Nike Terminator High sneakers, Beats headphones, sunglasses, a fanny pack, a watch and the signature «I Promise» strap.
Source: Mattel
The patches on the jacket represent formative stages in the athlete's life: a «We Are Family» patch as a reference to his foundation, his legendary jersey number 23 and an Ohio patch as a reminder of his origins. The doll with beard and tattoos is also visually modelled on the real-life look of LeBron James.
Source: Mattel
The Barbie Signature LeBron James Kenbassadors doll will be available exclusively from Mattel Creations from Monday 14 April 2025 at 09:00.
Which other personalities could become part of the Kenbassador series in the future remains to be seen. What do you think: Is the LeBron James doll a successful step towards more diversity at Barbie? Which stars would you like to see as the next Kenbassador?
Header image: Mattel
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