Sugar Cravings in Times Square

I never particularly liked Pop-Tarts. But I think the brand’s just-opened pop-up store in Manhattan’s Times Square is a hoot. It also shows that, with a little creative thinking, how effectively a brand can engage customers in a physical space.

Wrapped in Pop-Tarts branding and promoted with a six-story billboard, the 3,200-sq.-ft. Pop-Tart World is hard to miss. The focal point of the space is a café, which serves some 30 snacks. The menu includes such concoctions as Fluffer Butter (marshmallow spread sandwiched between two frosted fudge Pop-Tarts) and Pop-Tarts Sushi, which is basically a fruit roll stuffed with three minced-up Pop-Tarts flavors.

Visitors can also create their own Pop-Tarts, starting with the basic pastry and then adding the frosting, toppings. and drizzles of their choice. Or, using a computerized vending machine, they can choose among all 23 Pop-Tarts flavors (23 flavors! Who knew?) to customize their very own variety-pack boxes to take home.

Computer screens in the store provide access to PopTartsWorld.com, social media sites and Pop-Tarts video games. Consumers can also buy themed merchandise, and even design their own T-shirt. The store also sells all variety of themed-merchandise. It even has select a Pop-Tarts T-shirt made by specialty artist

The lease on Pop-Tarts World, which is on the south side of 42nd Street between Sixth Avenue and Broadway, runs through January. Reportedly, executives will then decide whether the store has legs.