Barbie unveils LeBron James doll to celebrate culture and community impact.
Image: Supplied
IN A GROUNDBREAKING move that merges sports, culture, and social upliftment, Mattel has announced the launch of a new Barbie® Signature doll in the likeness of basketball icon LeBron James. The new doll, set to hit select retailers this month, marks the brand’s first-ever professional athlete Ken® doll and introduces the concept of a Kenbassador — an initiative recognising men who positively shape the world around them.
The LeBron James Kenbassador™ doll is more than just a collector’s item — it’s a symbol of community, ambition, and empowerment. In partnership with the LeBron James Family Foundation, Barbie’s latest release celebrates the global sports superstar’s lasting impact on culture, style, philanthropy, and youth development.
As part of Barbie’s continued evolution, spurred on by the massive cultural success of Barbie the Movie, the brand has been redefining its iconic characters — Ken included. Adults have become the fastest-growing segment in the toy industry, and Mattel is tapping into that momentum by releasing this special edition LeBron James Ken doll ahead of Ken’s 65th anniversary in 2026.
“Ken is Barbie’s long-time best friend and supporter,” said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel. “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.”
Barbie® is introducing a doll in the likeness of basketball legend, author, activist and philanthropist LeBron James.
Image: Supplied
Standing one inch taller than the standard Ken doll, the LeBron James figure was carefully designed in close collaboration with James himself. Dressed in a custom varsity jacket adorned with meaningful patches, including references to his hometown of Akron, Ohio, and his jersey number 23, the doll embodies both fashion and substance.
The doll also features accessories that reflect James’ signature style — Nike Terminator High sneakers, Beats headphones, sunglasses, a watch, a fanny pack, and the ever-present “I Promise” wristband, honouring his Foundation’s commitment to uplifting youth and families.
“For the LeBron James Family Foundation and the families we serve, this is so much more than a doll,” said Michele Campbell, Executive Director of the LeBron James Family Foundation. “It represents the reality that a kid from anywhere can make a difference. We are incredibly honoured to partner with Barbie to continue inspiring the next generation and to celebrate LeBron’s unwavering commitment to his community.”
LeBron James echoed that sentiment, saying, “As a young kid, I was fortunate to have role models who not only inspired me but also showed me what’s possible through hard work and dedication. That’s why partnering with Barbie to release the LeBron James Kenbassadors doll is such an honour. It’s an opportunity to recognise the powerful impact of role models who instil confidence, inspire dreams, and show kids that they, too, can achieve greatness.”
In a further extension of their commitment to empowering children, Mattel will donate a copy of James’ children’s book I Am More Than to the global nonprofit Save the Children for every Kenbassador doll sold through Target and Target.com between April 14 and 19, up to 5,000 copies. The initiative supports early childhood literacy, a cause close to James' heart.
Mattel and Save the Children have maintained a 20-year partnership focused on ensuring that children in the U.S. and across the world have access to education, safety, and health — an alignment that underscores the broader significance of the LeBron James doll project.
In a groundbreaking move that merges sports, culture, and social upliftment, Mattel has announced the launch of a new Barbie® Signature doll in the likeness of basketball icon LeBron James.
Image: Supplied
Fans in the U.S. will get a sneak peek at the limited-edition doll during a special event at the UNDEFEATED store on La Brea in Los Angeles on Saturday, April 12. A limited number of dolls — some signed by James himself — will be available before the official release on April 14. Doors open at 11:00 AM PT.
The Barbie Signature LeBron James Kenbassadors doll will be available from mid-April at select retailers and online. The limited-edition collector’s item will retail at a recommended price of R1 969.99.
This latest collaboration between Mattel and the LeBron James Family Foundation speaks volumes about how toys can be more than playthings — they can be tools of empowerment, symbols of excellence, and bridges between childhood dreams and adult legacies.
As Barbie continues to redefine its universe and engage with new audiences, the LeBron James Ken doll stands as a bold statement: greatness comes in many forms — on the court, in the community, and now, in a little pink box.
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