One of Kellogg Co.’s most popular brands is popping up in Times Square. Pop-Tarts World will open today with more than 3,000 square feet dedicated to toaster pastries. Customers will be able to eat Pop-Tarts “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.

Pop-Tarts — two layers of pastry with sweet filling — have been a Kellogg mainstay for nearly 50 years; about 2 billion sell each year. But it wasn’t until the recent rise of social media that Kellogg grasped the dedication of Pop-Tarts fans. Brand manager Andrew Shripka says the Pop-Tarts Facebook page is one of the social network’s 20 most popular, surprising even some Kellogg employees.