Of late, Snapchat has been bleeding users and posting quarterly losses. But now, the multimedia messaging app is turning to promotional products as part of a broader strategy to reverse the troubling trend.

Snapchat announced Tuesday that it will begin selling Bitmoji branded merchandise from its Snap Store. Set to open Thursday in the US on iOS only, users will be able to personalize various products with their Bitmoji, a friend’s Bitmoji, their Bitmoji and a friend’s playing together, or any two of their friends. Products that can be personalized include $16 T-Shirts, $22 tri-blend T-Shirts, $27 sweatshirts, $2 stickers, $15 coffee mugs and more, such as phone cases, towels, pillows and notebooks.

Some technology journalists think the merch move might prove a boon for struggling Snapchat. “The new merch could help Snap show off its name and brand, reminding people to use the app since they can’t get the true Bitmoji anywhere else,” wrote Josh Constine of Tech Crunch. “Snap could also use the revenue given it lost $325 million last quarter and might have to take outside investment or be acquired as it may not break even before running out of cash.”

Bitmoji merch

In addition to the swag, Snapchat is also this week debuting Bitmoji Stories, a service that will let a Snapchatter’s Bitmoji star in short-form digital comic strips. Snapchat’s other new just-announced offering is Friendship profiles, which is intended, among others things, to make it easy to find photos, videos, messages and links from ephemeral interactions on the platform.

@snapchat launches Bitmoji merch and comic strips starring your avatar | $SNAP ⁦@evanspiegel⁩ https://t.co/DQy7rKMiSx

— Harry Persaud (@h_persaud) November 13, 2018

We are, of course, most stoked about the Bitmoji merch. It serves as a compelling testimony to promo products that Snapchat would turn to mass customizable merch to help build its brand and engagement at a difficult time. For in-depth research on the power of promotional products, head here.