Hinge Cleverly Plays Off Its Dating App Mission With New Branded Merch

Joseph Myers

Many people who are seeking romantic partners this year will undoubtedly take to Hinge for help. Marking its eighth year on the dating app scene, the matchmaking aid is striving to help fortunate users to show affection to its “Designed to Be Deleted” slogan through branded merch that they can “destroy.” The goods mark an extension of the app’s Hingie mascot, who, through a campaign debuted in August, has met his demise in interesting ways once people pair up.

While Bumble, OKCupid and Tinder might be better known, Hinge has become a sought-after resource for those who adore amore. Following the summer success of Hingie, the company chose to put the branding element center stage through an eponymous shop. Given that the line’s piñata, bath bomb and S’mores kit will not have the longevity that, say, the pocket T-shirt, hat and Vans sneakers will, we think the first trio resounds as marketing brilliance, owing to their connection to the app’s aforementioned tagline.

We are not alone in making that assessment, as the public has developed a crush on many of the goods, especially the Custom “Delete Date” Necklace that Hinge listed at $500. That public-display-of-affection-centric novelty is sold out, joining the piñata, shoes, ring box and stuffed animal as irresistible branded goods.

As far as Hingie is concerned, his combined features kind of remind us of the Abominable Snowman from the “Monsters, Inc.” film series, Cookie Monster and the Phillie Phanatic. Going on five months since his debut, it’s apparent that his commercial beauty is in the eyes of many beholders, with an Adweek examination of the merch noting that Hinge will keep the Hingie Shop open indefinitely and will have new goods ready relatively soon.

The last few years have seen an explosion of branded products hitting the market, and eateries have been feasting on such opportunities to cater to their fans and broaden their appeal. This move by Hinge could help to signal even more that no form of life will go without a promotional partner to assist companies’ in their desire to marry their concepts to end-users’ needs.

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