LeBron James, the iconic figure in modern sports, has made history 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 honored as a Ken doll. Krista Berger, Mattel’s senior vice president of Barbie, said the doll celebrates “LeBron as a role model” and 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, being an inch taller than the standard Ken doll. In reality, the athlete is 6ft 9in tall.
The new doll comes amid Mattel facing financial uncertainty as President Donald Trump’s trade war with China, where just under 40% of Mattel’s production is based, escalates. Trump announced that tariffs on goods from China would increase to 125%. The company may have to increase prices and implement changes to its supply chain. Despite this uncertainty, the new Ken doll doesn’t show the athlete in his basketball uniform but instead, it is dressed in a varsity jacket adorned with “LJ” on the front and includes an Ohio patch and a crown patch on one sleeve. The doll also 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 and said, “Oh, he dope!” As he toyed with the doll’s accessories, he joked that the LeBron Ken doll “might have to do a little lifting, legs are looking skinny”. This move is significant 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. Although Barbie has previously honored athletes like Serena Williams, Naomi Osaka, and Megan Rapinoe, Mr James is the first male sports figure to join the lineup. Mr James says that his new title of “Kenbassador” hits differently because it’s about more than basketball. He explains that 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: https://www.bbc.com/news/articles/c7877zznd0po
