LeBron James becomes Mattel’s first male athlete ‘Kenbassador’
Mattel has announced the launch of its first male athlete Barbie doll,modeled after NBA superstar LeBron James,who will serve as the brand’s inaugural “Kenbassador.” This new doll is part of a series that aims to introduce more male athlete dolls, following last year’s accomplished collection of female athlete dolls. LeBron’s doll features a blue and white letterman’s jacket, distinct accessories like Beats headphones and Nike sneakers, and carries messages that celebrate his roots and community influence.
James expressed pride in being a role model and emphasized the importance of positive figures for youth. The doll is priced at $75 and will be available for purchase starting Monday. Despite this accolade, James has faced criticism for past actions that some interpret as a lack of patriotic sentiment. Mattel aims to honor his contributions to culture and inspire future generations through this new doll.
LeBron James becomes Mattel’s first male athlete ‘Kenbassador’
Mattel unveiled its first male athlete Barbie doll modeled after NBA player LeBron James.
It is the first in a series of planned athlete dolls the toy company calls “Kenbassadors.” Last year, Barbie had nine dolls modeled after female athletes, but James is the first in this year’s series. His doll is dressed in a blue and white letterman’s jacket, without any nod to his current team, the Los Angeles Lakers.
“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,” James said. “Now, as an adult, I understand how vital it is for young people to have positive figures to look up to. 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.”
This $75 doll comes with a belt bag, sunglasses, a hat, a perennial “I Promise” band, Beats headphones, and Nike sneakers. The letterman’s jacket is emblazoned with an “LJ” and his last name on the back with the phrase “Just a kid from Akron,” a reference to his hometown in Ohio. James’s shirt underneath is printed with the phrase: “We Are Family” in a reference to the James Family Foundation, his nonprofit organization that helps fund educational efforts across Akron schools.
“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,” Mattel global head of dolls Krista Berger said.
However, James has previously demonstrated a lack of pride in his own country, most recently sitting out of the national anthem during his son’s basketball game in 2023. When WNBA star Brittany Griner was slated to return to the United States after being jailed in Russia for over a year, James suggested she find another country of residence.
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Mattel, a company that began in Los Angeles, has long paid homage to U.S. history with various dolls dedicated to the American Revolution and more historical figures. The company also totes the American Girl dolls in its portfolio.
James’s doll will go on sale Monday.
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