Pop-Tarts opens Times Square pop-up

New York City The Pop-Tarts brand has opened its first retail store, a temporary location just off Manhattan’s Times Square. The lease on the 3,200-sq-ft. shop, on the south side of 42nd Street between Sixth Avenue and Broadway, runs through January, at which point executives reportedly will decide whether a store all about toaster pastries makes long-term sense.

Pop-Tarts World has a whimsical design, with interactive games and kiosks that allow visitors to create custom-mixed boxes of Pop-Tart. It sells a wide variety of themed merchandise and apparel. It also features a cafe that offers more than 30 Pop-Tart creations.

Pop-Tarts is owned by the Kellogg Co.