LeBron James, one of the most iconic figures in modern sports, has made history once again - this time in the toy aisle.
Mattel has announced the release of a new Barbie in Mr James’ likeness, making him the first professional male athlete to be honoured as a Ken doll.
“We are excited to bring fans a new presentation of Ken,” said Krista Berger, Mattel’s senior vice president of Barbie. She said the doll celebrates “LeBron as a role model,” his ability as an icon to transcend culture and set a “positive example for the next generation.”
The doll features the Los Angeles Lakers basketball player in his pre-game fashion and reflects his height - it’s an inch taller than the standard Ken doll.
In reality, the athlete is 6ft 9in tall.
The new doll comes as the company is facing financial uncertainty amid President Donald Trump’s escalating trade war with China, where just under 40% of Mattel’s production is based.
Trump announced on Wednesday that tariffs on goods from China would increase to 125%. He accused Beijing of a “lack of respect” after it retaliated and said it would impose tariffs of 84% on US imports.
In the same announcement, Trump announced a 90-day pause for countries hit by higher US tariffs and authorised a universal “lowered reciprocal tariff of 10%” as negotiations continued with roughly 60 countries.
Mattel has said it may have to increase prices and possibly implement changes to its supply chain. Consumer and business groups in the US have warned that the tariffs may disrupt supply chains and lead to higher prices.
The new Ken doll doesn’t show the athlete in his basketball uniform. Instead, he’s dressed in a varsity jacket adorned with “LJ” on the front.
It includes an Ohio patch and a crown patch on one sleeve and the number 23 - his basketball jersey number - on the other. On the back, “LeBron” is boldly printed along with the phrase, “Just a kid from Akron” - the Ohio city where he was born.
Under the jacket, the doll wears a shirt that reads “We Are Family,” a nod to the star’s foundation. The doll includes accessories like a basketball, headphones and sneakers.
In a promotional video released by Mattel, Mr James reacted to see the doll for the first time. “Oh, he dope!” he says as he’s given the figurine. “That’s so cool!”
As he toyed with the doll’s accessories, he joked the LeBron Ken doll “might have to do a little lifting, legs are looking skinny”.
The move is a significant moment for the 65-year-old Barbie brand, which has made a push in recent years to diversify its dolls and reflect a broader range of careers, body types and backgrounds.
Though Barbie has previously honoured athletes like Serena Williams, Naomi Osaka, and Megan Rapinoe, Mr James is the first male sports figure - and the first male figure not from the entertainment industry - to join the lineup.
Even with four NBA titles, two Olympic gold medals, and a scoring record to his name, Mr James says his new title of “Kenbassador” hits differently—because it’s about more than basketball.
“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.”
Source: BBC
--Agencies
