Investor enthusiasm faded for the latest meme stocks on Wednesday, with shares in heavily shorted Krispy Kreme and GoPro closing well below their session highs, while Tuesday's investor darling - department store Kohl's - finished sharply lower.

Shares in Krispy Kreme donuts, camera maker GoPro, and retailer Kohl's have risen dramatically this week, driven by online hype.

Krispy Kreme (DNUT), Opendoor (OPEN), Rocket Mortgage (RKT) and Kohl’s (KSS) had become the meme stocks of the moment, along with a new moniker from traders — “DORK,” a reference to the first letters of their tickers.

An American Eagle ad campaign featuring Sydney Sweeney caught the attention of retail traders on Thursday, causing the stock to spike.

Krispy Kreme appears to have been chosen as one of the next meme stocks. It's clear that meme stock investors have added Krispy Kreme to their list. While meme stocks never went away, interest has clearly been rejuvenated as the stock market has significantly rebounded from lows in April.

Krispy Kreme (DNUT) shares extend recent gains after catching retail investors' attention amid an ongoing meme stock rally. Texas Instruments (TXN) stock plunges on the company's disappointing outlook.

Kohl's and Krispy Kreme have been subject of online chatter, including on WallStreetBets, about their potential. Rocket Companies is up 6%.