Snapchat has dabbled in merchandise before, with branded towels, backpacks, and the infamous dancing hot dog costume. But now the company is taking things a step further with a full-fledged merch store that launched today in the app, which was first spotted by Taylor Lorenz on Twitter.

Accessible on the Discover tab of the app, the Snapchat store features Snap-themed items like a plush version of the dancing hot dog ($19.99, with posable arms and a removable bun), a fire emoji Snap streak hat ($29.99), a Winkface sweatshirt ($49.99), dog lens tee ($29.99), and a “Bring back best friends” sweatshirt ($49.99). The launch of the store was originally planned for October 21st, according to internal emails obtained by The Verge, but it was…

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