Hinge Launches Online Shop With Stuff Meant to be Destroyed [Video]

The dating app has launched an online merchandise store called The Hingie Shop, featuring products that are an extension of the brand’s ongoing “Designed to Be Deleted” messaging. The international campaign, which debuted in August, encourages users to go on dates with the goal of getting into a committed relationship and deleting the app.

The direct-to-consumer shop sells products that can be “destroyed,” inspired by the campaign’s deaths of Hingie, a furry white cube that resembles the app icon. Consumers can purchase a Hingie bath bomb to dissolve, a s’mores kit for burning a branded marshmallow and a Hingie piñata to smash.

Hinge CMO Nathan Roth said the brand launched hingieshop.com in response to positive consumer feedback to the new mascot and the campaign. Since …