by Lacey Pfalz
Last updated: 8:35 AM ET, Tue February 3, 2026
Expedia is partnering with Mattel, Inc. to give Ken, Barbie’s iconic boyfriend, his own spotlight in the company’s Super Bowl LX commercial spot.
The new ad with Ken is called “Going Places With Ken,” and will run in pre- and post-game placements in the United States, a 30-second spot in Canada during the game and a 20-second spot in Mexico.
Mattel and Expedia have begun a year-long partnership to celebrate Ken’s 65th birthday, making him the new official brand ambassador for Expedia. The ad shows Ken visiting destinations across the globe as a first-time traveler, demonstrating how Expedia can make travel easy.
Expedia’s also launching its new brand platform, “The One Place You Go to Go Places,” highlighting the company’s ability to be the first place people visit to plan their trips. New commercials and ads will showcase Ken traveling throughout the year.
The film uses to-scale Ken dolls and was crafted using stop-motion photography by BUCK and stop-motion studio Bix Pix in Los Angeles.
“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.”
On Sunday, February 8, Expedia will launch a Ken-themed sweepstakes giving away 65 prizes of $1,000 in OneKeyCash to help travelers pay for their next trip with Expedia. Ken will also be active on social media, communicating with fans and sharing travel tips.
“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.”
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