Kelloggs Pops Up in Times Square

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Times Square boasted a new store recently and the streets have been abuzz over the sweet addition. Promoters call it Pop-Tarts World and the 3200 square foot space contains an hourly light show, a café offering over 30 snacks and desserts including Pop-Tarts Sushi a as well as an interactive create-your-own-variety-pack vending machine. Though the 3200 square foot store has a lot to offer Pop-Tart fans, renting a space on Times Square is really more about brand marketing than it is about sales. “Our long-term hope is to strengthen the bonding between the brand and the consumer, and that has great benefits for the brand,” Senior Director at the Pop-Tarts brand, Etienne Patout, told the Wall Street Journal in a recent article. Averaging $1000 per square foot, Times Square presence comes at a cost but a 50-foot store front and a six-story billboard in view of 26 million annual visitors a year delivers priceless visibility.

Contributed by: Allison Jobes