Pop-Tarts World to Open in Times Square

Pop-Tarts are popping up in Manhattan. Kellogg (K), the maker of the familiar breakfast treats, is launching a marketing blitz that includes a new Pop-Tarts World store in New York's Times Square.

The center will feature a café selling everything from Pop-Tarts "sushi" (three kinds of Pop-Tarts minced and wrapped in a fruit roll-up) to Ants on a Log, with celery, peanut butter and chunks of Wild Grape Pop-Tarts, The New York Times reported.

"Our chef was has come up with amazing concoctions," Scott Schoessel, chief operating officer of the Gigunda Group, a marketing firm.

There will also be light shows and a create-your-own-variety-pack vending machine, according to the Times report.

The center will open Tuesday. The lease on the 3,200-square-foot shop runs through January.