:max_bytes(150000):strip_icc()/GettyImages-1500033420-54d444c1c8a248b18e73cd3f971e1bf6.jpg "Barbie has a hot (and cute) new fall accessory")
Key findings
- Krispy Kreme has teamed up with Barbie to celebrate the brand’s 65th anniversary.
- The Barbie partnership comes shortly after Krispy Kreme kicked off the college football season with a line of Dr Pepper-banded doughnuts.
- The announcement comes as food brands seek to attract customers through both attractive partnerships and high-quality offers.
Barbie has a new accessory: donuts.
Krispy Kreme (DNUT) is teaming up with Mattel (MAT) Barbie to celebrate the toy’s 65th anniversary. Starting today, customers can purchase a Barbie x Krispy Kreme doughnut 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 doughnut company, which last month teamed up with Dr Pepper to create a line of doughnuts to mark the start of college football season.
The news comes at a time when fast-food establishments are looking for ways to get their customers to buy and draw attention to their brands. Another recent tactic is a widespread turn to value-for-money offerings: Dunkin’ recently unveiled its fall menu, which includes a pumpkin latte and 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 joined the pumpkin spice parade itself, announcing pumpkin doughnuts for mid-August. Earlier this year, the company announced that its doughnuts would be sold at McDonald’s (MCD).
Krispy Kreme shares rose more than 1% in recent trading.
