Pop-Tarts World made its New York debut on Times Square this week. Located on 42nd Street between 6th and Broadway, the store will run at least until January, when company executives will decide whether to continue it, according to The New York Times.
The store includes a cafe selling Pop-Tarts-inspired foods, like sushi, and more than 30 snacks and desserts. Visitors can also design their own Pop-Tarts by adding frosting, toppings, and drizzle.
Also inside the 3200-square foot space will be a custom-built vending machine, called the Varietizer, that carries more than 20 regular flavors of the popular breakfast treat; a row of computer screens connecting to social media sites and Pop-Tarts video games; and an hourly light show, adding to the space’s entertainment factor.