EL SEGUNDO, Calif., April 9th, 2025 – Mattel, Inc. (NASDAQ: MAT) announced today that Barbie® is introducing a doll in the likeness of basketball legend, author, activist and philanthropist LeBron James. Barbie is teaming up with the LeBron James Family Foundation to release the first Ken® doll of a professional athlete, LeBron James, to recognize his positive impact on culture, style, and community.

Barbie the Movie spurred a global cultural phenomenon for the Barbie brand, recontextualizing the Barbie universe, including Ken. Today, adults are the fastest-growing consumer segment of the toy industry. Barbie has long been catering to adult collectors, and now the brand is bringing Ken to fans in an unexpected way. In advance of the iconic character’s 65th anniversary in 2026, the brand is excited to honor Kenbassadors™ who are inspiring and contributing to a better world for all.

"Ken is Barbie’s longtime best friend and supporter,” said Krista Berger, Senior Vice President of Barbie and Global Head of Dolls, 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, and dedication to setting a positive example for the next generation to reach their limitless potential.”

"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,” said LeBron James. “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."

While LeBron James is recognized for his groundbreaking contributions on the basketball court, he’s also renowned for being a cultural curator and trendsetter. The LeBron James doll not only captures his effortless style, but also his height, standing one inch taller than the standard Ken doll in custom, larger packaging. James worked closely with the Barbie team to personalize his doll’s outfit, clad in a custom varsity jacket over the LeBron James Family Foundation’s signature We Are Family t-shirt, Nike Terminator High sneakers, Beats headphones, sunglasses, a fanny pack, a watch and his perennial ‘I Promise’ band. The patches on his varsity jacket reference milestones throughout his life, including a We Are Family patch as a tribute to the LeBron James Family Foundation, a 23 patch representing his iconic jersey number, and an Ohio patch nodding to his hometown.

Barbie is proud to partner with the LeBron James Family Foundation, which James founded to further his mission to uplift his local community in Akron, Ohio, by providing tangible support to families through education, housing, healthcare, and job training. These life-changing resources, combined with the Foundation’s “We Are Family” philosophy, work to redefine what a family and community look like. Barbie is making a donation to the LeBron James Family Foundation to help inspire the limitless potential of every child and invest more resources to create generational change for the kids and families of James’ hometown.

“For the LeBron James Family Foundation and the families we serve, this is so much more than a doll. It represents the reality that a kid from anywhere can make a difference,” said Michele Campbell, Executive Director of the LeBron James Family Foundation. “We are incredibly honored to partner with Barbie to continue inspiring the next generation and to celebrate LeBron’s unwavering commitment to his community by giving back through the LeBron James Kenbassadors doll.”

In a commitment to advancing early childhood literacy —a cause close to James’ heart—Mattel will donate a copy of his children's book, I Am More Than, to Save the Children for every Barbie Signature LeBron James Kenbassador doll sold at Target stores and Target.com between April 14 and 19, 2025, up to 5,000 copies. Save the Children and the Mattel Children’s Foundation have been partners for over 20 years. This donation celebrates Mattel’s longstanding support to the global humanitarian organization’s efforts to help children in the U.S and around the world have a healthy start in life, the opportunity to learn and protection from harm.

The UNDEFEATED store on La Brea in Los Angeles, CA, is hosting a US-exclusive drop on Saturday, April 12th. A limited advance quantity of the doll, including a few signed by LeBron James, will be available for purchase ahead of the official drop on April 14th. Doors open at 11:00 AM PT on April 12th.

The Barbie Signature LeBron James Kenbassadors doll will be available at select Target stores and online at Target.com, Amazon, Walmart and Mattel Creations for an SRP of $75 starting Monday, April 14^th at 12:00 AM ET.

About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com

About the LeBron James Family Foundation

With a commitment to redefining community and building stronger families, The LeBron James Family Foundation invests its time, resources and passion into creating generational change for kids and families through a focus on education and co-curricular educational initiatives. With its foundational I PROMISE Program, LJFF serves more than 1,600 students and their entire families by providing them with the fundamental resources, wraparound supports and family programming they need for success in school and beyond. In 2018, the Foundation built all of its family-first programming and academic interventions into the groundbreaking I PROMISE School that has created a new model for urban, public education. The Foundation has layered in additional resources including higher education and family supports at the I PROMISE Institute, transitional housing at the I PROMISE Village, long-term affordable housing at I PROMISE Housing, job training and financial health programming at House Three Thirty, and primary healthcare services at I PROMISE HealthQuarters. These life-changing resources, combined with the Foundation’s “We Are Family” philosophy, are re-defining what a family and community looks like.

To learn more about our story, visit https://www.lebronjamesfamilyfoundation.org.

About UNDEFEATED

UNDEFEATED is known as one of the most recognized sportswear brands and well-curated retail boutiques across the globe. Since the brand’s inception in 2002, UNDEFEATED remains as the unofficial voice defining an era of sports and street culture as one of the most influential brands of its generation.

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Devin Duff

Devin.Duff@mattel.com

Aly Lloyd

Aly.Lloyd@mattel.com