Pop Tarts in Times Square

The cafe at Pop-Tarts World will sell snacks and desserts, including Pop-Tarts “sushi.”

By STEPHANIE CLIFFORD
The New York Times

Computer screens at the Times Square Pop-Tarts store provide access to social media sites and Pop-Tarts video games.
As a breakfast food, these pastries have neither the nutritional cachet of cereal nor the tuck-in-a-pocket ease of a breakfast bar. As a snack, they’re not quite sweet like a cookie, nor savory like a cracker. In a world on the go, Pop-Tarts can require a toaster. Even the brand name has been hijacked by gossip columnists to mock Britney Spears and Jessica Simpson.

Now the Pop-Tarts brand is demanding some attention for itself, and it is doing so with a store on one of the world’s most attention-grabbing stages, Times Square.

Its promoters are calling it Pop-Tarts World. Inside, one can find a cafe selling Pop-Tarts “sushi,” an hourly light show that simulates the look of frosting, a create-your-own-variety-pack vending machine.

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