Ever since the blockbuster Barbie movie premiered two summers ago, there’s been resurgence of interest in and profound nostalgia for the brand. The movie’s underlying message was that anyone is a Barbie—or a Ken.

LeBron James is making history by being Mattel's first Kenbassador. The basketball legend partnered with the brand to create his very own Ken doll that nods to his effortless style.

Mattel is rolling out a new line of collectible dolls called Kenbassadors, designed to represent positive male role models.