# Donut Playground Pop-Ups Krispy Kreme is Opening a Sweet New Destination in London By Laura McQuarrie | Published 2019-02-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pop-up-playground References: [theresident](https://www.theresident.co.uk/food-drink-london/pop-up-doughnut-playground-headed-for-london/) & [krispykreme](https://www.krispykreme.co.uk/) To kick off the launch of its new Original Filled Range, [Krispy Kreme](https://www.trendhunter.com/trends/prettylittlething-x-krispy-kreme) is launching a #MagicInTheMiddle donut-themed playground pop-up in London. At the highly Instagrammable site, visitors will make their entrance through a giant donut and get a chance to sample the new Original Filled donuts through a lucky dip porthole. Krispy Kreme's new Original Filled donuts are being launched in just a few days in five flavors—[chocolate hazelnut spread](https://www.trendhunter.com/trends/nutella-donuts), salted caramel, raspberry and custard—plus a secret limited-edition variety that will be exclusively available at the site of the pop-up playground. The playground is set to delight consumers of all ages for just a few days in Match, especially as admission is free and donuts will be available for £1.90. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 61% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Pop-up Experiences:** Krispy Kreme's donut-themed playground pop-up highlights the trend of pop-up experiences being used to promote new products or offerings. - **Limited-edition Offerings:** The exclusive limited-edition donut variety that will only be available at the pop-up showcases the trend of businesses offering unique and limited-edition products to create excitement and exclusivity. - **Experiential Marketing:** The donut playground pop-up demonstrates the growing trend of experiential marketing, where brands create immersive experiences to engage with consumers in a unique way. ### Who This Affects Most - **Food and Beverage:** Krispy Kreme's pop-up event showcases how food and beverage companies can generate buzz and excitement for new product launches through experiential marketing. - **Event Planning and Management:** The success of Krispy Kreme's pop-up experience highlights opportunities for event planning and management companies to create unique, immersive experiences for brands and businesses. - **Social Media Marketing:** The highly Instagrammable nature of the Krispy Kreme pop-up underscores the importance of social media marketing in reaching and engaging with consumers through shareable, eye-catching experiences. ## Related on Trend Hunter - [Vibrant Unicorn-Themed Donuts](https://www.trendhunter.com/trends/prettylittlething-x-krispy-kreme.md) - [Seasonal Show-Stopping Donut Ranges](https://www.trendhunter.com/trends/krispy-kreme-merry-and-bright.md) - [Horror Movie-Themed Donuts](https://www.trendhunter.com/trends/krispy-kreme-night-of-the-skremes.md) - [Ice Cream Truck-Inspired Donuts](https://www.trendhunter.com/trends/popsicle-1.md) - [Collaboration Breakfast Pastry Donuts](https://www.trendhunter.com/trends/krispy-kreme-x-poptarts.md) - [Tasty Coronation-Themed Donuts](https://www.trendhunter.com/trends/krispy-kreme-coronation-doughnuts.md) - [Decadent Cake-Like Donuts](https://www.trendhunter.com/trends/krispy-kreme-decadent-desserts.md) - [Collaboration Candy Bar Donuts](https://www.trendhunter.com/trends/krispy-kreme-kitkat-and-aero-doughnuts.md) - [Parisian-Inspired Donuts](https://www.trendhunter.com/trends/passport-to-paris-collection.md)