Pop Tarts World: Times Square welcomes a breakfast icon into its’ culinary pantheon

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.

“People say, ‘Well, what can you really do with a Pop-Tart?’ ” said Scott Schoessel, chief operating officer of the Gigunda Group, a firm working on the project that specializes in so-called experiential marketing, or in-person events and activities. “Our chef was has come up with amazing concoctions.”

Pop-Tarts is joining other food brands, like M&M’s and Hershey, with stores near Times Square, where the focus is often less about sales than marketing and visibility.

Read the full article at The New York Times