After three seasons, “Mad Men,” the television series about advertising in the 1960s, has attained a level of popular-culture cachet. There have been magazine cover articles, calendars and an episode of “The Oprah Winfrey Show” all devoted to it, spoofs on “The Simpsons” and “Saturday Night Live,” and even a “Mad Men” category on “Jeopardy.”

Soon, the show will enter a realm of the pop-culture pantheon that its creator, Matthew Weiner, says has surprised even him: Mattel plans to bring out versions of Barbie and Ken styled after four “Mad Men” characters.

The dolls are part of a premium-price collectors’ series for adults that Mattel calls the Barbie Fashion Model Collection. Although there have been Barbies and Kens based on other TV series, among them “I Love Lucy” and “The X-Files,” the dolls will be the first licensed line for that collection, Mattel says, with a suggested retail price of $74.95 each.

Mattel is licensing rights to the characters from Lionsgate, the studio that produces “Mad Men” for the AMC cable channel.

There will be 7,000 to 10,000 copies of each doll, to be sold in specialty stores and on two Web sites, amctv.com and barbiecollector.com.

The characters to become dolls are Don Draper, the show’s leading man; his wife, Betty; his colleague at the Sterling Cooper agency, Roger Sterling; and Joan Holloway, the agency’s office manager who was Roger’s mistress.

That two dolls represent a relationship outside wedlock, and Don Draper’s propensity for adultery, may be firsts for the Barbie world since the brand’s introduction five decades ago.

But for the sake of the Barbie image, her immersion in the “Mad Men” era will go only so far: The dolls come with period accessories like hats, overcoats, pearls and padded undergarments, but no cigarettes, ashtrays, martini glasses or cocktail shakers.

“The dolls, we feel, do a great job of embodying the series,” said Stephanie Cota, senior vice president for Barbie marketing at Mattel in El Segundo, Calif. “Certain things are appropriate, and certain things aren’t.”

The dolls are emblematic of the interplay between entertainment and marketing, which is intensifying as consumers become harder to reach through traditional means like commercials.

“The overall revenue isn’t the issue in a licensing deal like this,” said Ira Mayer, publisher of The Licensing Letter, a newsletter for the licensing industry owned by EPM Communications. Rather, he said, the goal is the additional exposure, to help build “longevity” for the “Mad Men” brand.

“It’s certainly great exposure,” he added, “for both sides.”

The pairing of Barbie and “Mad Men” is more interesting than the typical licensing agreement because of their shared history. Barbie was introduced in March 1959, and the first episode of “Mad Men” is set in March 1960.

“‘Mad Men’ represents so beautifully the universe that created Barbie,” said Robert Thompson, professor of television and popular culture at Syracuse University, because the series is about the selling of the American consumer society.

The personification of Betty Draper as Barbie is particularly resonant, Thompson said, because she represents “the wife who lives in her dream house whose soul is eaten away.”

“I have this fantasy of an 8-year-old getting a set” of the dolls, he added, “and saying: ‘Mom, can Chelsea come over? We want to play “The Man in the Gray Flannel Suit.” I’m going to be the organization man, and she’s going to be the soulless drone.’”

Such considerations were, of course, not driving the executives of Mattel and Lionsgate to make the deal. Rather, the arrival of the dolls, scheduled for July, will help promote the fourth season of “Mad Men,” which is to begin that month on AMC.

And postcards bearing sketches of the dolls by the Barbie designer Robert Best, which were used to produce the final versions, will be included in the DVD and Blu-ray boxed sets of the third season, scheduled for release today.

“Mad Men” is “not an easy show to promote,” said Kevin Beggs, president for television programming and production at Lionsgate in Santa Monica, Calif. “It’s not ‘Cougar Town’ or ‘Desperate Housewives,’ where you get it in one line.”

As a result, Beggs said, Lionsgate and AMC are seeking nontraditional methods to stimulate viewership.