The Cake Boss has claimed a piece of sweet-tooth territory in Times Square.
Buddy Valastro of TLC's "Cake Boss" appeared for a ribbon-cutting ceremony to officially celebrate the opening of the Times Square Cake Boss Cafe.
The 36-year-old Italian-American and fourth-generation baker welcomed customers like they were a part of "la famiglia," with a kiss on the cheek and a zest for success. Not to mention his stunning free-hand cake designs.

Though the fondant frenzy is nothing new to fans of the show, which focuses on the family-owned bakery Carlo's in Hoboken, N.J., the corner of 42nd St. and Eighth Ave. was still in a sugar fix for the ceremony Wednesday morning.

"We want to be that old-school bakery that was on every corner in America 50 years ago, and we're just trying to bring that to Times Square," Valastro told the Daily News amid the sounds of Dean Martin and the sight of an extravagant sky scraper cake.
Despite Wednesday's ceremony, the midtown bake shop has been open since January.
"I'm usually here one day per week. I'll stop in for a couple of hours, work a little bit in the back, but sometimes it gets hard with having the open kitchen. People are really intrigued to see me," he said.
The bakery boasts traditional Italian favorites like cannolis ($3.75) and lobster tails ($4), flaky shell-shaped pastries filled with Bavarian cream.
Quick to keep up with the Times Square prices, confectionary connoisseurs are willing to splurge for individual desserts like the chocolate mousse cake ($8.50) or specialty cakes like the signature red velvet ($36.75). Grab-and-go items like the Black and White Cookie ($3.50) and cream puff ($5.50) are also hot commodities, drawing lines that wrap around the corner.
Staying true to his roots, Valastro has recruited his brother-in-law and sisters, who have been busy operating the Times Square location.
"We're in Times Square; this is where everybody wants to be," said Valastro's brother-in-law, Mauro Castano, who can be found in the kitchen for a few hours five times a week. "You come here and get your cream puffs and your éclairs for when you go visit Mama and Daddy on Sunday. ... We want you to come get your birthday cakes ... all that stuff."
Valastro also has a line of Cake Boss-branded bakeware due in stores this fall that will include easy-to-use decorating tools, accessories and cake mixes.
Valastro hopes to encourage aspiring pastry chefs to get baking on their own.
"We're trying to bring the same quality that we've had in Hoboken here to Times Square, said Valastro. "The philosophy here is we want to bake on premises — not just making cupcakes. But we're doing pastries and lobster tails and crumb cake and Danish. We're the kind of a bakery that does it all."

by Jeanette Settembre / The New York Daily News