LeBron James Ken doll sparks long lines and big sales
Mattel's first ever Ken doll based on a professional athlete has generated a frenzy of interest both in stores and online since it became available for purchase.
The new LeBron James 'Kenbassador' Barbie doll carried a retail price of $75 and first went on sale last Saturday at Undefeated's La Brea location in Los Angeles, where fans and collectors started lining up two days before the doll hit shelves. One man even showed up dressed in a LeBron Lakers uniform and followed by a full choir singing a parody of Michael Jackson's 'Man in the Mirror' about the NBA's all-time points leader.
The line for LeBron James' Barbie Kenbassador doll at UNDEFEATED today 🤯 https://t.co/fpeP5fqxM5 pic.twitter.com/KbivPWV5dc
— Nice Kicks (@nicekicks) April 13, 2025
On Monday, the doll was also made available through Target, Amazon, Walmart and Mattel Creations, and is now listed as sold out on all of those platforms.
The day leading up to the doll's midnight online release on April 14, eBay users searched for it over 760 times per hour according to the company. Current searches for 'LeBron Barbie' on eBay reveal the dolls selling for over $100 on average and a rare autographed version sold for as much as $3,000.
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StockX has seen similar high demand for the doll, with an average resale price of $118, a 57 percent premium compared to the regular retail price. StockX says the doll is the site's number one collectibles release ever with over 1,400 transactions on its release day, surpassing the previous record set by the Supreme Hot Wheels Fleet Flyer + 1992 BMW M3 from 2019, which had 1,170 opening day sales.
With the instant success of James' Kenbassador doll, it's likely only a matter of time before another athlete gets the 'Ken' treatment. More NBA dolls? Steph Curry? What about the NHL's newly crowned all-time leading goal scorer Alex Ovechkin? He could be the first Ken doll with a fashionably hockey appropriate missing tooth. Then there has to be a Tom Brady one, right?
Star athletes known just as much for their pre-game fashion will likely be considered given one of the biggest features of the James doll is that he is not in an NBA uniform, which means there are plenty of options out there.
The Athletic maintains full editorial independence in all our coverage. When you click or make purchases through our links, we may earn a commission.
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