LeBron James has broken new ground so often and for so long that it can be easy to take for granted. He's played more minutes and scored more points than any NBA player in history, and now, he will be the first player to have a Barbie doll made in his likeness. Mattel unveiled the doll on Wednesday, and celebrated King James with the honorific title of "Kenbassador."
The doll is the result of a partnership between Mattel, Inc. and the LeBron James Family Foundation. The press release that accompanied it detailed the strengths that make the Lakers superstar such an obvious choice be the first "Kenbassador" in Mattel's celebrated lineage of dolls. The impact that he's had on sports, pop culture and community has been overwhelmingly positive in the company's eyes, and Senior Vice President of Barbie Katie Berger was eager to promote James' Ken doll as a result.
"We are excited to bring fans a new presentation of Ken that celebrates LeBron as a role model," Berger explained. "His icon status, lasting impact on culture, and dedication to setting a positive example for the next generation to reach their limitless potential." James was similarly effusive regarding the partnership, and expressed pride in being seen as an inspiration.
LeBron James considers Barbie collab an "honor"
"As an adult, I understand how vital it is for young people to have positive figures to look up to," the Lakers veteran noted. "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." Between this and Ryan Gosling's universally beloved performance in 2023's Barbie movie, the Ken brand is definitely having a moment.
The partnership serves as the latest instance of LeBron James aligning himself with pop culture fixtures. The athlete followed in the footsteps of his greatest G.O.A.T. competition, Michael Jordan, and starred in the Warner Bros. blockbuster Space Jam: A New Legacy in 2021. In direct contrast to James' comedic turn in the R-rated comedy Trainwreck (2015), A New Legacy emphasized James' reputation as a family man and blueprint for younger generations.
James also wrote the children's book I Am More Than in 2024, which is being incorporated into his current Kenbassador rollout. The superstar will be donating a copy of his book to Save the Children every time a Barbie Signature LeBron James "Kenbassador" doll is sold at Target or Target's online stores. This donation will run from April 14-19, up to 5,000 copies.
LeBron James' "Kenbassador" doll will be available starting at 12:00 AM ET at select Target. You can also purchases the dolls on Amazon, Walmart and Mattel Creations for $75.