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- LeBron Becomes Barbie's First 'Kenbassador' In Support of His Foundation
LeBron Becomes Barbie's First 'Kenbassador' In Support of His Foundation
W|W DL 59
Number 59
LeBron Becomes Barbie's First 'Kenbassador' In Support of His Foundation
Featured Focus:
Athlete-Driven Impact, Partnerships for Good, Youth Development
Scope of Impact: Local
Barbie named LeBron James as their first-ever "Kenbassador." The LeBron James Ken doll is a detailed tribute, rocking his signature style and even standing taller than the OG Ken. Here's what you should know:
First of its Kind: LeBron is the first male athlete to get the Ken treatment, a nod to his influence on and off the court for the last 20+ years.
Dressed to Impress: The doll sports a custom varsity jacket, "We Are Family" tee (honoring his foundation), Nike kicks, and his 'I Promise' band.
Giving Back: Barbie is partnering with the LeBron James Family Foundation, while also donating a copy of his children's book to Save the Children for for every doll sold at Target. The doll will be released on April 14th.
April 14 UPDATE: LeBron’s ‘Kenbassador’ sold out in 4 minutes on Target.com, and is already a hot resale on StockX, too.
April 18 UPDATE: W|W Founder Cody Damon and Chief Brand Officer Amy Small talk all things LeBron Barbie, real-time NIL deals, the pressure of youth sports, and 12-hour road trips in a new format for “Beyond the Scoreboard” — check it out below.
Once again, King James was the Chosen One! The debut of the LeBron James “Kenbassador” doll kicks-off the upcoming 65th anniversary of the Ken doll, while also representing a shift toward greater cultural relevance and inclusion for the Barbie brand — and the toy industry as a whole.
Barbie chose James, a cultural icon, for his global appeal and his ability to tap into new markets (adult collectors, African American audiences, etc.). It’s a clear branding and marketing win for the toy powerhouse, while helping LeBron further differentiate himself from other athletes.
We also love the philanthropic aspects of the partnership — in particular, the many design subtleties referencing The LeBron James Family Foundation and its “I Promise” school. We wish that the Save The Children component was more prominent, or that there was a more direct tie-in to the organization’s core mission (providing humanitarian aid, food, medical support, etc.), but we understand that the main goal of the campaign is to celebrate the positive role model that LeBron James has been, and will continue to be, for youth everywhere.
YOUR NEXT PLAY:
We’re excited to see which personalities will be honored by Barbie as the next “Kenbassadors” in the series. By releasing the limited edition collectors dolls over a longer period of time, it allows Barbie to build anticipation, visibility, and of course, sales. Definitely something to keep in mind for future inspiration.
The NBA superstar’s organization, which invests time, resources, and attention in the kids of LeBron's hometown of Akron, Ohio. | Mattel’s official page of the collectible series, where you can learn more about the initiative and sign up for drop reminders. Descriptive copy goes here. | “Thriving and Inclusive Communities” is one of the toy brand’s main community focus areas, which also includes creating family-friendly workplaces, philanthropy, and responsible marketing.goes here. |
The partnership honored nine women in sports who’ve have broken boundaries around the world with one-of-a-kind Role Model dolls. | A video from NBC’s Today Show covers LeBron’s Barbie Debut. | A throwback to WIN | WIN’s very first Download, summarizing all of his incredible efforts in his hometown. |
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