Beard Papa cream puffs are being sold after 3pm at Cafe Zaiya (sp?), a japanese lunch place on 41st between 5th and Madison.
After the lunch rush they clear out the sandwich bar area and serve the cream puffs. I believe that the store on the UWS delivers that puff casing and then they fill them with cream to order so they are never soggy or mushy. I have only been in a couple of times, but there has never been any line. I don't know when they stop serving them.