Pop-Tarts through December is bringing its iconic toaster pastries to life in a 3,000-square-foot pop-up shop located on 42nd Street in Times Square. Inside Pop-Tarts World, consumers can choose from more than 50 Pop-Tarts flavors and experience offbeat menu options like Pop-Tarts Sushi (minced flavors rolled up in a fruit wrap), and engage in other fun activities like the 16-foot Varietizer, a vending machine that allows consumers to pick up to six Pop-Tarts flavors that are served to them in a suction cup.
The pop-up opened its doors in August after Kellogg’s received several Facebook comments from fans wishing to experiment with new Pop-Tarts flavors. “Pop-Tarts launched its first-ever Facebook page last summer and we were overwhelmed by the number of fans [more than two million] that joined,” Scott Sundheim, associate director, Pop-Tarts brand marketing, told Buzz. “That showed us that there was an incredible amount of interest from our customers in engaging with the brand. With Pop-Tarts World we wanted to connect with consumers in a memorable way by bringing the spirit of the brand to life in a unique 360-degree experience.”
Visitors to the pop-up can also customize a t-shirt with images from pop artist Burton Morris, as well as get “frosted” during an hourly light show. They can also share their experiences with friends and family on internet-ready computers. Agency: Gigunda Group, Manchester, NH.