From Toasters to Times Square

Pop-Tarts World, the first retail store and cafÉ devoted to the toaster pastries, debuted last month in New York’s Times Square. Technology includes interactive touchscreen stations featuring connections to social
media sites and Pop-Tarts games, as well as a “Varietizer” allowing shoppers to create custom-mixed boxes of Pop-Tarts from more than 20 of the brand’s flavors. The lease on the 2,300-square-foot store runs until January 2011, when executives will decide if the store makes sense as a retail concept.