Pop Tarts. Those brick-like little pastries that come in a box.  The crust is a bit thick and dry and the taste never lives up to the image on the box.  But, on my next trip to NYC, I will no doubt visit Pop-Tarts World Cafe, if only to check out the hourly light show that promises to  simulate the look of frosting.

Additional features of the newly opened 3200-square-foot cafe include a create-your-own-variety-pack vending machine, computer screens with access to PopTartsWorld.com, social media sites and Pop-Tarts video games.  Consumers can also buy merchandise, and design their own shirt.