Behind Barbie’s new ‘Kenbassador’ dolls, starting with LeBron James

Barbie has found success in recent years by creating doll replicas of real-life female role models such as Shonda Rhimes, Naomi Osaka and Helen Mirren. Now, the Mattel-owned brand is applying that formula to its Ken dolls ahead of the doll’s 65th anniversary next year. Mattel’s new collection of “Kenbassador” dolls celebrates men who have had a “positive influence.” The first doll, which will hit store shelves next week, is made in the likeness of LeBron James, who worked with Mattel on the offering. Kenbassadors are “honoring Kens who have had an outsized impact on culture, style and community,” said Krista Berger, senior VP of Barbie and global head of dolls at Mattel. She noted that Mattel has created other Kens before in honor of fashion designers and Prince William, for example, but has not had a formal collection like this. One inch taller than a regular Ken doll, the LeBron James doll is decked out with Beats headphones, Nike Dunk High Retro sneakers, a signature watch and a tribute “We are Family” patch representing the LeBron James Family Foundation. The $75 suggested retail price tag is a reflection of such premium details, Berger noted, adding that the dolls will appeal to collectors and the growing trend of “kidults,” or adult enthusiasts for child toys. The kidult craze is the fastest-growing consumer market for the toy industry, said Berger, noting it is driven by nostalgia. To promote the new dolls, Mattel is hosting a pop-up activation at the La Brea outpost of Undefeated, the shoe store in Los Angeles, this Saturday. The company will also promote the line on its social channels later this week, though there is no paid media behind the push. The LeBron James doll will be available for purchase at Target stores and online at Target, Amazon, Walmart and Mattel Creations. In addition, 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 from April 14 to 19 for up to 5,000 copies, according to Mattel. Berger declined to say how many more Kenbassadors are planned or who will be represented next. It is also unclear how the new round of tariffs will affect Mattel, as much of the toy industry manufactures in China, where there is now a 20% tariff. President Donald Trump is expected to implement another 84% in tariffs on Chinese imports tomorrow following retaliatory taxes by the country on American goods. Mattel has said such tariffs will raise its prices this year. Berger declined to comment further. Read more: Tariffs and the economy—everything to know about the changing market Plus: How Mattel worked with Warner Bros. to market ‘Barbie’

Behind Barbie’s new ‘Kenbassador’ dolls, starting with LeBron James

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