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Pop-Tarts World Bringing Pop-Tarts "Sushi" to Times Square

By

John Del Signore

Published Aug 9, 2010

Modified Aug 10, 2010

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By

John Del Signore

Published Aug 9, 2010

Modified Aug 10, 2010

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Y'all ready for this? Tomorrow morning at 0830 hours the Crossroads of the World will welcome Pop-Tarts World, 3,000 square feet of one-of-a-kind "interactive Pop-Tarts-inspired features." What does that mean? Well, acording to a press release, these include, but are not at all limited to:

The World's address is 128 West 42nd Street, between Broadway and 6th Avenue, adjacent to Bryant Park. Other attractions include an hourly light show that simulates the look of frosting, a create-your-own-variety-pack vending machine, and Pop-Tarts Sushi, which consists of three kinds of Pop-Tarts minced and then wrapped in a fruit roll-up. (BYO Wasabi.) "We did an internal tasting here at the building, and it was the winner," Etienne Patout, senior director at the Pop-Tarts brand, which is part of the Kellogg Company, tells the Times.

Tomorrow's Grand Opening is part of a marketing push to raise Pop-Tarts' profile by making a big splash in an area visited by tourists from around the world. And to make doubly sure it stands out, Pop-Tarts is wrapping its 50-foot storefront in Pop-Tarts branding, and tarting up the six-story billboard above the store. "The billboards cost as much as the retail space," explains Faith Hope Consolo, chairwoman of the retail leasing at Prudential Douglas Elliman. "It gives them a visibility that they can’t get anywhere else." It's Pop-Tarts World; we just eat heavily processed artificially sweetened pastries in it.

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bryant park

pop-tarts world

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John Del Signore

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Originally from the Albany area, John Del Signore has called NYC home since 1995. In addition to his thousands of meticulously-crafted bespoke blog posts for Gothamist, his writing has also been published in The Awl, Deadspin, The Nervous Breakdown, and performed at The Brick Theater in Brooklyn.

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