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This morning marked the launch of Pop-Tarts World, a huge Times Square space dedicated to breakfast pastries. In addition to make-your-own t-shirts and customizable 'Tarts, the shop carries Pop-Tarts sushi, which amounts to "crumbled up Pop-Tarts, wrapped in fruit rolls (not Fruit Roll-Ups, that's a totally different brand from a separate parent company)." Like all good things, though, Pop-Tart World is fleeting: The store will only stay open through January.
· Behold Pop-Tarts World NYC, Opening Today In Times Square [Eater NY]