The United States Potato Board is the latest marketer to open a temporary store that consumers can visit for only a limited time--a trend known as pop-up retailing. At the Healthy Mr. Potato Head
Store, which has been open since Monday in Manhattan's Chelsea Market, consumers are treated to displays, exhibits, cooking demonstrations, visits from the Healthy Mr. Potato Head character and an
activity area called the Potato Power Patch. The shop will close at the end of business on Friday.
The retail experience coincides with the appearance of a Healthy Mr. Potato Head
balloon in the Macy's Thanksgiving Day Parade. Consumers can also visit a virtual version of the store at a Web site (potatoheadquarters.com), which offers recipes, e-cards, games and an online
coloring book. The special Web site, meant to complement the board's standard site (healthypotato.com), will stay up through December.
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