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

Rhea-AI Impact

(High)

Rhea-AI Sentiment

(Very Positive)

Tags

02/02/2026 - 09:05 AM

SEATTLE--(BUSINESS WIRE)-- Expedia® and Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, announced today that Ken^(TM) is cementing his status as a cultural icon and star by stepping off the beach and onto one of the biggest stages in advertising as the star in Expedia’s Super Bowl LX spot, titled “Going Places with Ken.” The spot will run in pre- and post-game placements in the U.S., and a 30-second spot during the game in Canada and a 20-second spot in Mexico.

Credit: Mattel and Expedia

“Going Places with Ken” marks the start of a year-long partnership between Expedia and Mattel, celebrating the Ken brand’s 65th anniversary and positioning him as Expedia’s newest Brand Ambassador. The spot showcases Ken stepping into destinations like Italy, Japan, and Mexico City, symbolizing the confidence and simplicity travelers experience when booking with Expedia. Ken represents every first-time traveler discovering how simple it is to bundle and save on flights, hotels, vacation rentals, and cars on Expedia.

“Expedia quickly spotted Ken’s rising appeal and cast him for his big game debut,” said Mahta Eghbali, Vice President of Strategic Alliances & Partnerships, Mattel. “This year-long partnership makes a clear statement: Ken isn’t just relevant; he is premium talent with the presence, range, and reach to inspire fans across generations. Expedia’s brand spot captures his charm and shows the world Ken is going places.”

The creative spot also marks the debut of Expedia’s new brand platform, “The One Place You Go to Go Places™,” underscoring Expedia’s role as the single destination where travelers can seamlessly plan, book, and manage every aspect of their trip. The new campaign will see itself expressed through premium partnerships like Ken, to new brand films under the theme “Going Places with Expedia” that will start airing in key markets including the U.S., Canada, Mexico, UK, Australia, New Zealand, and Japan, and more across the calendar year.

“As the one place you go to go places, Expedia makes it easy to bundle flights, hotels, vacation rentals, and cars, helping travelers save on every trip. Watching Ken navigate his first travel experience reinforces that our platform is built for travelers at any stage,” said Natalie Wills, SVP of Expedia Group Brand Marketing and Creative. “Ken’s Super Bowl debut marks a bold step as we launch our new creative platform, The One Place You Go to Go Places, pairing an iconic character with advertising’s biggest stage.”

Produced by BUCK in collaboration with stop‑motion studio Bix Pix, the project was developed in close partnership with Expedia and Mattel’s in‑house creative teams. The film was brought to life during a meticulously crafted production shoot in Los Angeles, where tiny custom-built sets were populated with real Ken dolls and handcrafted props, each frame carefully captured using stop‑motion photography and traditional techniques rooted in a craft that dates back to the 1890s, honoring Ken in his true form through a fully physical approach.

To celebrate his latest adventure, Expedia and Ken will take to Threads for a special interactive Q&A focused on travel inspiration and planning. On Sunday, February 8, Expedia will also launch a Ken-themed sweepstakes, giving away 65 prizes of $1,000 in OneKeyCash™ to help travelers “go places” just like Ken. Beginning at 6:30pm ET, Ken will engage directly with @Expedia's account and the Threads community from Mattel’s account — answering questions, sharing travel inspiration, and inviting fans to offer their best travel tips for his upcoming journeys*.

Fans can continue to follow Ken and his global adventures on @Barbie, @Barbiestyle, and @Expedia on Instagram and TikTok as he inspires travelers to dream big by exploring destinations such as Italy, Japan, and Mexico City, with more Ken-ventures ahead.

To view the full Super Bowl spot, visit here. For additional assets, click here.

* NO PURCHASE NECESSARY. Legal residents of the US, Canada (including Quebec) and Mexico at least 18+ years old and a One Key program member. Ends 2/08/26. To enter and for Official Rules, including odds, and prize descriptions, visit Official Rules. Void where prohibited. Sponsor: Expedia, Inc.

About Expedia

Expedia® is an all-in-one travel shop where travelers can plan and book everything they need for their trip while saving on flights, hotels, vacation rentals, car rentals, and activities.

Expedia delivers personalized, easy‑to‑use travel tools that make it easy to build a complete trip without juggling multiple sites, while allowing travelers to search, compare, and book multiple trip elements side by side. Expedia also unlocks more value with Bundle & Save deals, giving travelers amazing savings when they book more than one part of their trip. With One Key, Expedia’s cross‑brand loyalty program, every eligible booking earns OneKeyCash™, while also giving travelers access to member‑only prices and perks, making trips even more rewarding.

In 2026, Expedia marks its 30th anniversary. As the first online travel agency, it continues to be the one place you go to go places.

About Mattel

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, Polly Pocket®, and Barney® as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital, and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.