JOURNAL ARTICLE

He's just Ken: LeBron James becomes first pro male athlete Barbie doll as Mattel bets on adult customers.

  • Published In: Fortune.com, 2025. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Lake, Sydney 3 of 3

Abstract

The article discusses Mattel's introduction of its first "Kenbassador," a doll modeled after basketball star LeBron James, aimed at adult collectors following the success of the Barbie movie. This move reflects a broader trend in the toy industry, where companies like Mattel and Hasbro are increasingly targeting customers aged 13 and older, with adult collectors accounting for a significant portion of sales. The LeBron James doll, which features his signature style, will be available for purchase starting April 14 at various retailers for $75. Mattel emphasizes the importance of role models and cultural impact in its marketing strategy, highlighting James' contributions to his community and the significance of play for all ages. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2025/04, pN.PAG
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2025
  • Accession Number:184450004
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