Yesterday I visited the new Kellogg’s Pop-Tarts World (http://www.poptartsworld.com/), which is literally a pop-up retail experience near New York's Times Square (located on 42nd, between Sixth and Broadway). The 3,200 square-foot store was packed with visitors who enjoyed hourly light shows in which they were "virtually" frosted, sprinkled and wrapped in foil. However, most (including me) were there to build their own Pop-Tarts by telling the servers which frostings (lemon, cinnamon, chocolate and vanilla), toppings and drizzle to add and if they wanted it frozen, toasted, microwaved or uncooked. I went with one of their premade concoctions -- the Fluffer Butter, which consisted of two halves of a single frosted fudge Pop-Tart with marshmallow cream and peanut butter spread in between. It was small but tasty. The guy behind me ordered Pop-Tarts sushi, three kinds of Pop-Tarts (frosted raspberry, blueberry and wild-berry) minced and then wrapped in a tangy fruit roll-up ($2.29 for four pieces). The biggest bummer: they only had two cashiers working and they were painfully slow so it took 20 minutes to pay the $3.24 for my treat. FYI: The store is only open until January unless it does really well and Kellogg's extends their lease.