EL SEGUNDO (AP) — Basketball great LeBron James has become the first professional male athlete to have his likeness depicted in a Ken doll. Mattel Inc. unveiled the LeBron Ken doll on Wednesday to kick off the toy manufacturer’s “Kenbassador” series. Last year, nine female athlete Barbies, including tennis star Venus Williams, were introduced.

Lebron James gets a Barbie & more hot topics!

Mattel debuted its first “Kenbassador” LeBron James on Wednesday. The toy company is betting big on adult customers who collect dolls following the blockbuster Barbie movie two summers ago, leaning into the growing share of revenue at toy companies Mattel and Hasbro coming from customers aged 13 and older.

Mattel said James was chosen as a Kenbassador in recognition of “his positive impact on culture, style, and community.”