NEW YORK — Kellogg's opened the doors to its first Pop-Tarts World store here Tuesday in the Times Square section of Manhattan. The 3,000 square foot pop-up store and café features interactive displays like the Varietizer —a 16 foot vending machine that allows guests to create custom-mixed boxes of 12 Pop-Tarts on a touch screen. The cost is $12.
Visitors can also customize silk screened Pop-Tart t-shirts, purchase branded merchandise and eat Pop-Tart-inspired fare like Pop-Tart sushi — which costs 75 cents per piece — at the store's café.
An hourly light show allows visitors to be "sprinkled" and "frosted" like a Pop-Tart toaster pastry.
Kellogg's decided to build a store around its iconic Pop-Tarts brand since it has such a loyal following, Scott Sundheim, associate director of Pop Tarts told SN.
"It has almost two million fans on Facebook, making it one of the top 20 brands on Facebook" he said.
Pop-Tarts World is located blocks from the Hershey's chocolate store in Time Square and M&M World — New York City's largest candy store.
Pop-Tarts World will remain open for as long as possible, Sundheim said.