Donuts

Donuts are collectibles found all over the world of The Missing. There are 271 of them. They can be found individually, or collected in groups of 10 by touching a statue of the Sleepy Donuts mascot, which triggers an ad jingle to play.

The donuts are related to JJ's apparent obsession with a fictional donut company called Sleepy Donuts. JJ uses the Sleepy Donuts mascot as her phone wallpaper, and also uses emotes relating to the Sleepy mascots (both the boy holding donuts, and the donut character himself) on her phone, some of which contain heavy profanity. Collecting donuts earns players text messages from peripheral characters in the story - Abby, Phillip, Lily and Professor Goodman. These text messages show JJ's relationship to these characters, but are less important to the story than the ones involving Emily or JJ's mom, which are triggered at specific locations in the game.

In addition to text messages, collecting donuts also earns extra pictures for the phone, and collecting all 271 donuts earns players a special picture that relates directly to JJ's secret. (That page relates to major spoilers for the story.)