Key Takeaways
- Krispy Kreme partnered with Barbie to celebrate the brand’s 65th anniversary.
- The Barbie partnership comes just after Krispy Kreme kicked off the college football season with a Dr Pepper-banded lineup of doughnuts.
- The announcement comes as food brands are looking to attract customers both with buzzy partnerships and value offerings.
Barbie has a new accessory: donuts.
Krispy Kreme (DNUT) is teaming up with Mattel’s (MAT) Barbie for the toy’s 65th anniversary. Starting today, customers can buy a Barbie x Krispy Kreme donut box, which includes a signature Barbie Pink Doughnut with pink sugar and sunglasses sprinkles, Some fans can win Barbie Fashionista dolls with accessories including a Krispy Kreme paper hat.
It’s the latest partnership announced by the donut company, which last month teamed with Dr Pepper to create a lineup of doughnuts to mark the beginning of the college football season.
The news comes as quick-service food companies are looking for ways to get customers buying and attract attention to their brands. Another recent tactic is a widespread shift toward value offerings: Dunkin recently unveiled its fall menu, offering a pumpkin-spice latte and a pumpkin doughnut but also a new “$6 Meal Deal” that includes a medium coffee, hash browns, and a bacon, egg, and cheese sandwich.
Krispy Kreme has itself joined the pumpkin-spice parade, announcing pumpkin donuts in mid-August. Earlier this year, it said its donuts would be sold at McDonald’s (MCD) locations.
Shares of Krispy Kreme were up more than 1% in recent trading.