The [new Pop Tart store in Times Square] will put on a brief light show every hour. First, visitors will “get frosted,” [COO Scott] Schoessel said, with a red light and a white light. That will be followed by brief pulses of light, “all different colors to mimic the sprinkles,” he said, “then another really bright light” to evoke wrapping the tarts in foil.

Take that, Les Miserables!