One of Kellogg Co.'s most popular brands is popping up in Times Square on Tuesday at Pop-Tarts World, with more than 3,000 square feet dedicated to toaster pastries.

Customers will be able to eat Pop-Tart "sushi," order a customized pastry or create a custom box filled with a mix of their favorite flavors. They can suggest new types of Pop-Tarts, select a Pop-Tarts T-shirt made by specialty artists or get "frosted" and "wrapped in foil" by a light show.