Entenmann’s Bakery, a division of Bimbo Bakeries USA and producer of over 100 sweet baked goods, has partnered for the fifth year in a row with The Salvation Army for the annual National Donut Day holiday. At an event at New York’s Madison Square Park, consumers enjoy 40 thousand free Entenmann’s donuts and coffee.

This year’s festivities also include the rollout of the new Rich Frosted sprinkled Patriotic Donut Eight Pack, the first Entenmann’s Donut Mobile, which was created especially for the event by Themendous.com (“The King of Huge”), and prizes for passersby to win Entenmann’s sunglasses, backpacks and more. Plus, don’t forget to take a selfie in the Entenmann’s donut mobile. Fans can check out the Entenmann’s YouTube page to see the making of the special Entenmann’s Donut Mobile.

Entenmann’s is also presenting a check for $30,000 to The Salvation Army at the event hosted by Mr. Rich Frosted and Mrs. Crumb Donut, two of Entenmann’s iconic donuts, as well as The Salvation Army “Lassies” in historic costumes. Over the course of the partnership, $130,000 has been raised to benefit the lives served by The Salvation Army.