Pop-Tarts World? Are you kidding me?
Believe it or not, cereal giant Kellogg
This morning's debut of Pop-Tarts World in New York City's Times Square will test the pop cultural relevance of the company's popular stuffed pastry. At a modest 3,200 square feet -- and with an initial lease that runs only through January -- it may seem like a half-hearted wager, but Kellogg isn't exactly phoning it in.
Beyond the merchandise, silkscreened t-shirts, and hourly light shows, a cafe will dish out some pretty intriguing mash ups. From marshmallow spread sandwiches (between a pair of signature toaster pastries, of course) to Kellogg sushi (where Pop-Tarts are minced up and wrapped in a fruit rollup), there will certainly be a fair deal of head turning among the horde of tourists that descends on Times Square.
This is the point, really. It may not matter if this is merely a gawking spectacle. This is more about marketing than retail. Some have compared Pop-Tarts World to the neighboring presence of M&M and Hershey
There are nearly 1.9 million Facebook fans on Kellogg's official Pop-Tarts page. A retail presence in a global travel hot spot will only help.
Times Square isn't for everybody. Disney
If Kellogg succeeds, isn't it just a matter of time before rival General Mills
I've never been a big fan of Pop-Tarts. They're too dry for my taste. However, I do like what Kellogg is doing here. Wake me up when the Frosted Flakes Forest or the Froot Loops Stoop opens.
Will Pop-Tarts World succeed? Share your thoughts in the comment box below.