NEW YORK — The Kellogg Co. on Aug. 10 opened Pop-Tarts World in New York City, its first retail store and cafe for the brand first introduced in 1964.

Pop-Tarts World features interactive displays, entertainment, a diverse cafe menu inspired by Pop-Tarts toaster pastries and merchandise. More than 30 Pop-Tarts snacks and desserts are on the menu, including Fluffer Butter, which is marshmallow spread between two frosted fudge Pop-Tarts, and Sticky Cinna Munchies, which are cinnamon rolls topped with cream cheese icing and chunks of Pop-Tarts cinnamon roll variety. In addition, customers may build their own Pop-Tarts.

“From the frosting, sprinkles and delicious flavors to its colorful packaging and one-of-a-kind imagery, the Pop-Tarts brand has always cultivated an iconic spirit of fun that is beloved by millions of Americans,” said Andrew Shripka, brand manager for Pop-Tarts. “Our new retail experience brings this fun to life by providing a unique, multi-sensory experience.”