In its latest in a series of unconventional branding campaigns, IHOP has debuted an online store where pancake enthusiasts can shop for IHOP-themed clothing and accessories.

To launch the site, IHOP’s Glendale-based parent company Dine Brands Global Inc. hired Los Angeles-based Bamko, a subsidiary of Florida marketing firm Superior Group of Cos. “PancakeWear” products include T-shirts, socks, pins and holiday sweaters.

“There’s a universal, deeply rooted love for pancakes – and that was really the inspiration for a line of IHOP clothing and accessories that celebrate the best food ever,” Executive Director of Communications Stephanie Peterson said in a statement.

In July, IHOP temporarily “flipped” its name to IHOb as part of a promotion to introduce a new line of burgers. The restaurant also unveiled its own seasonal pumpkin-flavored beer dubbed IHOPS in September. Currently, it has menu items that tie into the film “The Grinch” from Universal Pictures in Universal City.

The campaigns appear to have been successful, as U.S. comparable store sales increased 1.2 percent last quarter.

Shares of Dine Brands fell $5.81, or almost 7 percent, on Tuesday to close at $81.42 on the New York Stock Exchange.

Ethan Varian is a reporter with sister publication San Fernando Valley Business Journal, where this story first appeared.