- Mattel debuted its first “Kenbassador” LeBron James on Wednesday. The toy company is betting big on adult customers who collect dolls following the blockbuster Barbie movie two summers ago, leaning into the growing share of revenue at toy companies Mattel and Hasbro coming from customers aged 13 and older.
Ever since the blockbuster Barbie movie premiered two summers ago, there’s been resurgence of interest in and profound nostalgia for the brand. The movie’s underlying message was that anyone is a Barbie—or a Ken. And LeBron James solidified that sentiment this week.
Mattel, the maker of Barbie, announced Wednesday it was debuting a doll in the likeness of basketball legend LeBron James. He’s the first male professional athlete to have a Barbie doll modeled after him, and James’ mini-me wears his iconic letterman jacket, plaid pants, high-top sneakers, and flat-brim hat.
“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,” the NBA champion and Olympic medalist said in a statement. “Now, as an adult, I understand how vital it is for young people to have positive figures to look up to.”
Dozens of other celebrities including Mariah Carey, Tina Turner, Jane Goodall, Elton John, and Jennifer Lopez have also been made into Barbies. But James is what Mattel calls a “Kenbassador,” a new designation that recognizes his “positive impact on culture, style, and community.” Mattel called out James’ impressive athletic career and contribution to his hometown of Akron, Ohio, through the star’s family foundation in an Instagram post.
After seeing his Ken doll for the first time, James said: “Oh he dope. That’s so cool. He might need to do a little lift, his legs are looking a little skinny.”
Customers can purchase the James doll starting April 14 at select Target stores and online at Target.com, Amazon, Walmart, and Mattel Creations for $75.
Why Mattel made a LeBron James Ken doll
One may question why Mattel would introduce a Ken doll whom the youngest demographic may not recognize. But the toy company has been betting bigger on adult customers. For some Mattel brands like Barbie, adult collectors can account for up to 25% of sales, Steve Totzke, Mattel president and chief commercial officer, told the Los Angeles Times.
“I’m just thrilled that the rest of the industry and society is catching up, because I do believe that play is essential and you should be enjoying toys and joy at all ages,” Totzke said.
Competitor toy company Hasbro has also reported a massive teen and adult customer base, with about 60% of its revenue coming from people 13 and older. Adults are the fastest-growing consumer segment of the toy industry, according to 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,” Krista Berger, senior vice president of Barbie and global head of dolls at Mattel, said in a statement.
The Barbie brand also welcomed a resurgence of interest in the brand following the movie, which raked in $1.4 billion at the box office. The company thrived from a spike in Barbie-related sales while competitor Hasbro cut nearly 20% of its staff, or about 1,100 jobs in 2023.
“It’s not about selling toys, it’s about telling the best stories,” Robbie Brenner, president of Mattel Films, previously told Fortune’s Steve Mollman. “If you’re not making something that feels out of the box and different and sticky, then you have no business making content.”
