One of the most iconic figures in modern sports, LeBron James has made history once again in the toy corridor.
Mattel announced the release of a new Barbie on James’s portrait, making him the first professional male athlete to be honored as a Ken doll.
“We look forward to providing our fans with a new presentation of Ken,” said Christa Berger, Mattel’s senior vice president of Barbie. She said the doll would praise LeBron as a role model and his ability to transcend culture and as an icon to set “the next generation of positive example.”
The doll presents a Los Angeles Lakers basketball player in pre-game fashion and reflects his height – it’s an inch taller than a standard Ken doll.
In reality, athletes are 6 feet 9 inches tall.
New dolls are coming as the company faces economic uncertainty amid President Donald Trump’s intensification of the trade war with China.
Trump announced Wednesday that tariffs on goods from China would increase to 125%. He accused Beijing of “lack of respect” after retaliation, and said it would impose an 84% tariff on US imports.
In the same announcement, Trump announced a 90-day hiatus in the country that suffered US tariff rises, and approved a universal “10% retrograde tariff reduction” as negotiations continued with around 60 countries.
Mattel says it may need to increase prices and implement changes to the supply chain. US consumers and business groups have warned that tariffs could disrupt supply chains and lead to price increases.
The new Ken doll doesn’t show athletes in his basketball uniform. Instead, he wears a varsity jacket decorated with “LJ” on the front.
One sleeve includes an Ohio patch and a crown patch, with No. 23 – his basketball jersey number – included in the other patches. Behind it, “LeBron” is boldly printed with the phrase “Only the Children of Akron” in Ohio City, where he was born.
Under the jacket, the doll wears a shirt with the words “We are family.” The doll includes accessories such as basketball, headphones, and sneakers.
In a promotional video released by Mattel, James responded to seeing the doll for the first time. “Oh, he’s dope!” he says he’s given a figurine. “So cool!”
He messed around with the doll accessories, but he joked that the LeBronken doll “may have to lift a bit, his legs look slimmer.”
This move is a key moment for the 65-year-old Barbie brand. This has promoted dolls in recent years to diversify and reflect a wider range of careers, body types and backgrounds.
Barbie previously honored athletes such as Serena Williams, Naomi Osaka and Megan Rapinoe, but James was the first male sports figure to join the lineup and the first male figure in the entertainment industry.
Even if there were four NBA titles, two Olympic gold medals and a scoring record for his name, James says the new title for “Kenbassador” will be a different hit.
“It’s an opportunity to instill confidence, stimulate dreams and recognize the powerful impact of role models that show children that they can achieve greatness.”
