See a Fudge Volcano at the Keebler Elf’s Hollow Tree Pop-Up

Plus, dip and decorate your own cookies.

By Ethan L. Johns
June 15, 2018

Image: Kellogg’s

If you’re a fan of visiting unknown places and seeing cartoon spokespeople come to life, you’ll be in for a double-whammy this weekend, as the Keebler Elf’s Hollow Tree cookie factory opens as a pop-up for the first time ever.

Kellogg’s and the Keebler brand are celebrating the launch of the new chocolate-coated “Whoopsy! Fudge Stripes” cookie with a kid-friendly recreation of the cookie factory, complete with fudge geyser and plenty of interactive activities.

Use the pop-up’s Instagram filter to snap a new profile picture of you and Ernie the Elf (yes, he has a name), then dip giant shortbread cookies into a cauldron of fudge. Paint giant cookies, fudge your own edible ones, then taste the full range of Keebler treats before heading off to share your experience with the world.

The “Fully Fudged” pop-up will be taking place for one day only—Saturday, June 16th, a.k.a. National Fudge Day—at 393 Broadway in Manhattan. It will be open from 10 a.m. until 6 p.m.


get the app.

Watch on your iPhone, iPad, Apple TV, Android, Roku, or Fire TV.

Learn More

Still hungry? Follow Genius Kitchen on Facebook, Instagram and Twitter for even more fresh food news, served daily. Use #GeniusKitchen to let us know what you're sharing!

Got a smokin' hot tip? Contact the GK News Desk at with story ideas.

About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns