On-The-Go Snack Gets a New Home

Something new is popping up in Times Square - a whole world of Pop-Tarts. The on-the-go favorites now have a new home on 42-nd street.

Guests can pick their own box of Pop-Tarts or build a unique creation at the cafe. But these aren't the toaster treats you're used to. Try the Pop-Tart sushi - no fish, just your favorite filling wrapped in a fruit roll. Or a new take on the after-school classic, Ants on a Log.

Ever wonder what it's like to BE a Pop-Tart? Every hour, a special light show simulates drizzling and sprinkling throughout the store. It's all part of an interactive experience meant for fans of all ages. And of course you can take home some Pop-Tarts memorabilia as well.

Comedian Caroline Rhea was on-hand to celebrate the opening and announce that Pop-Tarts was looking for the most creative idea to make "fun" in their community. The winner gets 25-thousand dollars.

Pop-Tarts have been around since 1964 and parent company Kellogg's sold more than 480 million dollars worth in 2009. The 32-hundred square foot Pop-Tarts World will remain open until at least January.

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