London – Dating app Hinge has launched an online store selling merchandise featuring the brand’s mascot Hingie.
An extension of the app’s Designed to be Deleted campaign, the limited-edition Hingie shop features products for Delete Day – the day when couples choose to delete the Hinge app – including a Hingie piñata, a bath bomb and stuffed toys. While the brand’s goggle-eyed icon has been brought to life, it is in fact created as a temporary character in daters’ relationship journey. Alongside products to destroy on Delete Day, daters can also buy items to celebrate this new life milestone, including a solid gold Delete Day necklace, set with diamonds and inscribed with the date they deleted the app.
According to the brand, the Designed to be Deleted campaign has proved successful since its launch in August 2019, with an 18% increase in users ditching Hinge because they’ve met someone. As explored in a recent Viewpoint from Techfestival, brands with an end goal are embracing ways to create happy endings for products, people and services.