Latest Times Square Destination: Pop-Tarts World

Latest Times Square Destination: Pop-Tarts World

Food & Drink

Latest Times Square Destination: Pop-Tarts World

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By Cari Martens

Bright lights! Big City! Pop-Tarts!

New York’s Times Square has a new retail resident. Kellogg’s famous toaster pastries and assorted P-T paraphernalia are now being sold on 42nd Street between 6th Avenue and Broadway. Welcome to Pop-Tarts World.

Pop-Tarts World has joined such other packaged good brands as M&Ms and Hershey at the touristy crossroads of the Big Apple.

There you’ll find a Pop-Tarts café, with a menu featuring P-T inspired choices such as ants on a log and the Fluffer Butter. Plus lots of Pop-Tarts fan merchandise. Foot traffic has averaged 1,500 to 2,000 visitors per day, according to a report by Elaine Wong for trade publication Brandweek.

Pop-Tarts World has generated considerable buzz on social media. The brand’s Facebook page grew from 1.8 to 2 million fans within two weeks after the store launch, according to Kellogg spokespersons. People have been making wall posts and uploading pics of themselves in the store, says brand associate director Scott Sundheim. PopTartsWorld.com, the brand’s e-commerce platform, has been getting 17,500 hits per week

The top selling toaster pastry in the store so far has been its new ice-cream sandwich.

I guess you could say it’s the toast(er pastry) of the town.

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