LeBron James, one of the most iconic figures in modern sports, has made history once again - this time in the toy aisle. On April 9, 2025, Mattel announced the release of a new Barbie in Mr. James' likeness, making him the first professional male athlete to be honoured as a Ken doll. This groundbreaking move marks a significant moment not only for the Barbie brand but also for the recognition of male role models in the toy industry.
Krista Berger, Mattel's senior vice president of Barbie, expressed excitement about the new doll, stating, "We are excited to bring fans a new presentation of Ken. This doll celebrates LeBron as a role model," highlighting his ability to transcend culture and set a positive example for the next generation.
The new Ken doll features the Los Angeles Lakers basketball player in his pre-game fashion and is designed to reflect his height, standing an inch taller than the standard Ken doll. LeBron James, who is 6 feet 9 inches tall, is depicted in a stylish varsity jacket adorned with "LJ" on the front, an Ohio patch, and a crown patch on one sleeve, while the number 23, his basketball jersey number, is showcased on the other sleeve. On the back, the jacket boldly displays "LeBron" along with the phrase, "Just a kid from Akron," referencing his roots in Akron, Ohio.
Underneath the jacket, the doll wears a shirt that reads "We Are Family," a nod to the LeBron James Family Foundation, further emphasizing the significance of family and community in his life. The doll also comes with accessories like a basketball, headphones, and sneakers, making it a well-rounded representation of the athlete.
In a promotional video released by Mattel, Mr. James reacted to seeing the doll for the first time, exclaiming, "Oh, he dope! That's so cool!" His playful comments about the doll's accessories, joking that the LeBron Ken doll "might have to do a little lifting, legs are looking skinny," showcase his lighthearted personality.
This partnership comes at a time when Mattel is facing financial uncertainty amid President Donald Trump's escalating trade war with China, where nearly 40% of the company's production is based. On April 2, 2025, Trump announced that tariffs on goods from China would increase to 125%, accusing Beijing of a "lack of respect" after it retaliated with tariffs of 84% on U.S. imports. While Mattel has expressed concerns about the potential impact on prices and supply chains, the launch of the LeBron Ken doll represents a strategic move to boost brand visibility and sales.
LeBron James, at 40 years old, continues to be a mega star beyond his play on the basketball court. He is widely regarded as one of the best NBA players of all time and maintains a significant global influence off the court. His partnership with Mattel not only highlights his status as a top male athlete but also positions him as a role model worthy of his own Barbie doll.
The doll is part of Mattel's new 'Kenbassador' series, which focuses on dolls representing male role models. As the first male athlete to be featured, LeBron's doll is a testament to his impact both on and off the court. The outfit is personalized with details that reflect his identity, including the wristband that says "I Promise," which represents his I Promise School.
In an initiative to give back, the first 5,000 dolls sold at Target in the first five days starting on April 14, 2025, will be matched by Mattel with a copy of James's book, "I Am More Than," to be donated to a charity called Save the Children. This philanthropic effort underscores the importance of education and support for children, aligning with LeBron's commitment to making a difference in the lives of young people.
On the court, LeBron is still playing like he's in his prime, helping the Lakers reach the third seed in the Western Conference with three games left in the season. The stakes are high as the team aims to secure home-court advantage for the playoffs. Additionally, LeBron has been in the public eye due to the presence of his son, Bronny James, on the Lakers roster. Although Bronny, the 55th overall pick, has yet to find significant playing time, the father-son dynamic adds another layer of intrigue to LeBron's ongoing legacy.
LeBron has also recently launched the second season of his podcast, "Mind the Game," with co-host Steve Nash, which has garnered attention for its engaging discussions. The first season featured now head coach J.J. Redick, showcasing LeBron's versatility and interests beyond basketball.
This new Ken doll is more than just a toy; it represents a cultural shift in how male role models are perceived and celebrated. While Barbie has previously honoured female athletes like Serena Williams, Naomi Osaka, and Megan Rapinoe, LeBron's recognition as the first male figure in this context is a significant step forward. It reflects a growing awareness of the need for diverse representation in toys, encouraging children to aspire to greatness in various fields.
In a world where role models can shape the aspirations of the younger generation, LeBron James's new title of "Kenbassador" resonates deeply. He emphasizes the importance of recognizing the powerful impact of role models who instill confidence and inspire dreams, demonstrating that greatness is achievable for everyone. This collaboration with Mattel not only cements his legacy in sports but also extends his influence into the hearts and minds of children worldwide.
