By Gary Symons
TLL Editor in Chief
It really will be “just Ken” this year as the Mattel doll embarks on a Barbie-less solo odyssey with new travel partner Expedia.
Mattel Inc. announced that Ken is kicking off his 65th birthday year “by saying ‘Hello New Beginnings’, trading his beach towel for a boarding pass, and inspiring fans everywhere to embrace a yearlong adventure as he sets out to try 65 new things.”
Ken famously has taken a bit of a back seat to Barbie over the years, as he explained in his musical number in the 2023 film “Barbie.” Perhaps taking that emotional realization to heart, Ken has packed up his plastic luggage and embarked on his own adventure.
“Since his debut in 1961, Ken has proven his ability to captivate hearts while always remaining true to his fun, playful personality,” said Nathan Baynard, vice president and head of Barbie at Mattel. “Now, we’re proud to celebrate his 65th anniversary as a moment of reinvention as he steps into uncharted territory.”
Ken, who is looking great at 65 (perhaps due to some recent plastic surgery?), will be marking his big year by embarking on 65 new adventures as Expedia’s newest brand ambassador.
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Together, Ken and Expedia plan to show just how fun and easy trying something new can be by planning and booking trips through Expedia’s all-in-one platform. “From spontaneous getaways to first-ever travel experiences, Ken will spotlight how Expedia helps travelers say “hello” to their own new beginnings through social media posts, and having a leading role in the brand’s marketing campaigns,” the partners say.
Perhaps thanks to his Oscar-nominated role in “Barbie,” Ken has experienced a major resurgence in popularity over the past three years. “Ken is solidifying his status as a champion of friendship and self-discovery and becoming a global cultural icon,” Mattel says. “Last year, the Barbie brand introduced the Barbie Signature Kenbassadors Collection, featuring the LeBron James Kenbassadors Doll. This year and beyond, the brand is excited to introduce more Kenbassadors in continued celebration of figures like Ken who have an outsized impact on culture.”
Mattel notes that for several decades, Ken has been synonymous with the laid-back charm of Malibu life, but he was no underachiever. Like Barbie, Ken boasts an impressive though unlikely range of careers and hobbies, including airline captain, doctor, sailor, skater, cowboy, lifeguard and rock star, among many others. Where does he find the time?
Apparently even that wasn’t enough, as Mattel has Ken running frantically around the world in search of more adventure and achievement. “As a symbol of creativity and self-expression, he’s now expanding his cultural influence as a tastemaker and highly sought-after talent, embracing a new era that expands beyond the toy aisle and is filled with collaborative opportunities and exciting adventures,” the toyco says.
Ironically, though, if fans want to be part of the “Ken-ventures,” they’ll have to direct message @Barbie on Instagram (really?!?!) with ideas about where they want to see Ken show up next.
Who knows? If Ken really knocks this one out of the park, maybe he’ll get his own Instagram handle. One can only dream.