Ken, Barbie’s longtime companion, is marking his 65th anniversary by stepping beyond his familiar Malibu surroundings. As part of a new partnership between Mattel and Expedia, the iconic character will embark on 65 trips around the world to celebrate the milestone and inspire fans to explore new destinations.
First introduced in 1961, Ken has taken on many roles over the decades, from airline pilot to lifeguard and rock star. Long linked to a relaxed California lifestyle, he is now stepping into a different phase. The campaign, called “Hello New Beginnings,” presents travel as a way to explore new paths and experiences, no matter your age.
As Expedia’s newest brand ambassador, Ken features across the company’s marketing campaigns and social media channels. A central part of the partnership is a Super Bowl commercial titled Going Places with Ken. The ad shows Ken travelling through airports, packing his suitcase, and visiting destinations around the world.
The commercial was produced by animation studios BucK and Bix Pix in collaboration with Expedia and Mattel’s creative teams. It was made using stop-motion animation, a technique that dates back to the late nineteenth century and was commonly used in advertising in the 1980s. Each scene was filmed frame by frame to create the illusion of movement, reflecting a shift from fully digital visuals and aligning with the campaign’s focus on travel as a hands-on experience.
Ken’s first trips include Italy, Japan, and Mexico City. The campaign follows him as a first-time international traveller, learning how to get around, speak new languages, and adapt to unfamiliar places. These moments are used to highlight how travel can feel approachable, even for beginners.
The partnership also supports Expedia’s new platform message, The One Place You Go to Go Places. The focus is on making travel planning easier by allowing users to book flights, hotels, and car rentals in one place. The idea is to remove barriers and make travel feel less complicated.
Fan interaction plays a major role in the campaign. Ken is sharing his journey on Instagram, TikTok, Facebook, and Threads through both Barbie and Expedia accounts. He is also hosting live Q&A sessions, starting on Super Bowl Sunday. As part of the launch, Expedia is offering 65 fans $1,000 in OneKeyCash to use on future trips, and is inviting followers to suggest potential destinations for Ken via Barbie’s Instagram account.
Mattel sees the campaign as part of a broader evolution of the Ken brand. Recent projects, including the Barbie Signature Kenbassadors Collection, reflect the company’s efforts to present Ken as an independent cultural figure, rather than simply as Barbie’s partner.
