He’s soft, he’s sweet and now... he’s larger-than-life. This weekend, the Pillsbury Doughboy is off to the Big Apple to celebrate his biggest news yet: the debut of Pillsbury crescent rolls, biscuits and cinnamon rolls that now bake up bigger. These crowd-pleasing, oven-ready favorites rise larger than ever before but with the same comforting taste families love.* And to mark the moment, the Doughboy is rising to new heights and taking his belly laugh on the road.

On Sunday, September 21 from 11 a.m. to 6 p.m. ET, a 25-foot-tall Doughboy will pop up at Brooklyn Bridge Park in New York City, inviting families to share a giggle, grab a warm bite and finally get to poke his belly for themselves. This one-day-only family experience will include Doughboy-approved fun like poking his belly to hear the famous “Hoo Hoo!,” enjoying freshly baked samples of the new products served warm onsite and unlocking fun surprises.

Not in New York City? No problem. Fans everywhere can join in at PokeTheDoughboy.com starting September 21, where they can virtually poke the Doughboy’s belly, unlock a digital rebate and find Pillsbury products that now bake up bigger at a nearby store.