Pop Tarts World Shutters Amidst A Mess of Spin Control


Way back in September, I wrote a blog post called “Is Pop Tarts World Toast?” saying that the Pop Tarts retail store/cafe on West 42nd street was uninspired and about as empty as my wallet is after a trip to the much better Hershey store.

Well, it’s toast.

I just passed the place–where Pop Tarts T-shirts, strangely enough, were the main attraction–and it was totally kaput.

But you haven’t heard so much bullshit spin control since Sarah Palin stepped down as Governor.

On the door is a sign saying the store was “the talk of the country.”

What country–Guam?

It also informs you that the place’s five-month run was a smash.

“Created initially as a test,” we’re told, “the success of Pop Tarts World will assist Kellogg in its ongoing efforts to bring brands to life and strengthen bonds with consumers.”

Honey, these tarts are as over as the ones currently in rehab.

This article from the Village Voice Archive was posted on January 6, 2011

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