Mattel’s Ken Makes High-Profile Super Bowl LX Debut in Expedia’s New Campaign, 'Going Places with Ken'

Ken, Mattel’s iconic doll, is starring in Expedia’s Super Bowl LX campaign “Going Places with Ken,” marking his 65th anniversary and debuting as Expedia’s new brand ambassador. The campaign highlights Ken traveling to Italy, Japan, and Mexico City, showcasing Expedia’s platform for first-time travelers.

Campaign Overview
- Title: Going Places with Ken
- Launch: Super Bowl LX (February 8, 2026)
- Partnership: Year-long collaboration between Expedia and Mattel
- Occasion: Celebrates Ken’s 65th anniversary

Ad Placement
- U.S.: Pre- and post-game spots
- Canada: 30-second in-game spot
- Mexico: 20-second in-game spot

Creative Concept
- Ken steps off the beach and into global destinations:
- Italy
- Japan
- Mexico City
- The campaign positions Ken as a confident, relatable travel companion, symbolizing Expedia’s ease of use for new travelers.
- Produced by BUCK in collaboration with stop-motion studio Bix Pix, using handcrafted props and traditional stop-motion techniques dating back to the 1890s.

Strategic Significance
- Brand Platform: Launches Expedia’s new tagline — “The One Place You Go to Go Places.”
- Cultural Impact: Reinforces Ken’s transformation from Barbie’s sidekick to a standalone cultural icon.
- Target Audience: Gen Z and millennial travelers, drawn to playful, nostalgic, yet aspirational storytelling.

Why It Matters
- Super Bowl Ads: Among the most-watched and influential advertising slots globally, ensuring massive visibility.
- Ken’s Evolution: From beach bum to global traveler, Ken’s repositioning reflects modern travel aspirations and Expedia’s push to simplify trip planning.
- Expedia’s Strategy: Leveraging pop culture icons to connect emotionally with audiences and differentiate in a competitive travel booking market.