Pop-Up Pop-Tarts World is Toast

The brand born to be a pop-up shop has pulled the plug.

Kellogg's has quietly shuttered Pop-Tarts World, its first "branded experience" and retail outlet, which offered "Pop-Tarts Sushi" and "Ice Cream Sammys" in mid-town Manhattan. AP described it (above) as "an alternate breakfast pastry-filled universe" when it opened last August.

The NYC shop folded on Dec. 31 (missed opportunity to feed ravenous New Year's revellers?), likely because it wasn't in a high-traffic area and attracting many tourists. Its 42nd Street location was closer to Bryant Park and on the edge of Times Square — typically a mecca for marketers — which may have contributed to its demise.

A spokesperson commented to NewYorkology,

“The Pop-Tarts brand is evaluating this successful experience as we plan more exciting activities for 2011 and beyond. Pop-Tarts World was originally created as a test, and its success will assist Kellogg in ongoing efforts to bring brands to life and strengthen bonds with consumers. New York City and Times Square have historically been the epicenter of one-of-a-kind experiences and so it was a perfect location for the Pop-Tarts experience.”

Its website is still alive online.