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.
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Longtime Fool contributor Rick Munarriz enjoys Kellogg cereals. He's a Frosted Flakes fan. He does not own shares in any of the companies mentioned in this story, except for Disney. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early.