No, it's not an homage to Britney Spears and her ilk. Pop-Tarts World, a restaurant opening tomorrow in Times Square, is a brand extension of the original, or perhaps we should say literal, Pop-Tart. It serves 30 snacks and desserts that are variations on Pop-Tarts, including Pop-Tarts sushi—three kinds of tarts minced and wrapped in a fruit roll-up, the New York Times reports with a straight face—and Ants on a Log, comprised of celery, peanut butter, and chunks of, duh, Pop-Tarts.
The store will also have Pop-Tarts themed light shows, Pop-Tarts video games, and lots of Pop-Tart merchandise to tempt tourists looking for something to take home. And in case all that doesn't do enough to "strengthen the bonding between the brand and the consumer," as a Pop-Tarts exec puts it, Pop-Tarts is also taking over a six-story billboard above the store.