New York City’s Magnolia Bakery today opened its first midtown location in Rockefeller Center.

Opening in the middle of the world’s most popular tourist destination in New York City, Magnolia’s arrival in Rockefeller Center marks the beginning of a new era for the family-owned bakery. Owners Steve and Tyra Abrams, with inspiration by their daughter Olivia, have been instrumental in expanding the special Magnolia Bakery experience beyond its famous Bleecker Street corner.

The new Rockefeller Center location, also a corner brownstone, respectfully harkens back to the original decor of its sister locations and offers the charming vintage ambiance that has become synonymous with the Magnolia name.

Queuing up for the Bakery’s signature items including the buttercream-frosted cupcakes, red velvet cake, icebox cake, and banana pudding, Rockefeller Center’s visitors from around the world will experience a little slice of old-fashioned American sweetness at the crossroads of the world. Also available: Magnolia classics and breakfast pastries such as blueberry crumb coffee cake, an array of muffins and lemon-vanilla bundt cake that were recently reintroduced at the UWS location, which will be served to accommodate the early-morning throngs.

“We are inundated daily with phone calls, emails and letters from around the world. Everyone, from the Upper West Side to Tokyo, wants us to open a Magnolia in their neighborhood,” says Abrams. “Opening in Rockefeller Center is the fastest way to satisfy the international demand.”

Located at 1240 Avenue of the Americas at 49th Street, the new bakery will offer Magnolia’s full range of baked goods, puddings and hot and cold beverages. From one end of Manhattan to the other, New Yorkers and tourists alike will now never be far from Magnolia’s charm and old-fashioned favorites.