"Why process your emotions when you can process a payment?": Duolingo turns grief into merch with Duo Coffin Plushie

Just when you thought Duolingo’s marketing team had maxed out on unhinged brilliance, they pulled a full-on digital funeral for their beloved and mildly terrifying mascot, Duo the Owl. And because capitalism never takes a day off, they’re now selling a Duo Coffin Plushie.

Mourning is temporary, but monetization is eternal. In their own language:

"Why process your emotions when you can process a payment?"

In the most Duolingo way possible, the language-learning app took to X (formerly Twitter) to share a video with the playback audio:

“2025 has got all knocked down, but not to worry. We are monetizing grief because we are a corporation. For the low price of $29.95, you can prove you really love Duo and friends with a custom coffin.”

“Proceeds will go into funding more of our stupid marketing ideas. These coffins are non-refundable because death is irreversible. Be sure to get yours now before they are gone, because once they are gone, they are gone forever, just like Duo.”

For the low, low price of $29.95, you too can honor the great green menace that once haunted your notifications.

The description on official Duolingo store reads:

"All Duo Plushie purchases come with a free, limited edition memorial coffin box, while supplies last."

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Social media reactions

An X user cheekily asked:

"Profiting off his death?"

Another user joked:

"i did my damn lesson, chill"

Another user humorously stated:

"You selling dead body fbi open up."

A user went on to say:

"This is so cursed but they play into it as a corporation and it’s hilarious"

A user quipped:

"Bro really are milking this and I love it."

A user declared:

"Capitalism has consumed me coz this marketing has totally worked on me"

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The owl has fallen

On February 11, 2025, Duo officially got sent to the great language-learning app in the sky. The announcement:

“It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead.”

According to Duolingo, the cause of death is waiting too long for users to do their lessons. Which is fair.

How many times can one bird remind you to finish your Spanish homework before he just... gives up?

The post cheekily told fans not to grieve in the comments. Instead, they requested credit card details to honor Duo’s memory with a Duolingo Max subscription.

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A Cybertruck did what?

As if things weren’t already ridiculous enough, Duolingo claims that Duo’s cause of death was a Tesla Cybertruck accident. If you were looking for logic, you came to the wrong place.

Details are scarce, but the company has assured the public that authorities are investigating and they are "fully cooperating."

We have questions, Duolingo.

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Duolingo marketing genius or pure chaos?

Courtney Khimji, a Toronto-based PR specialist, summed it up best: brands will do anything for engagement, and this stunt is no exception. Speaking with CBC Kids News, she stated:

“It’s a classic PR stunt. They’ve made a really bold move. Not everyone is going to like it, but it’s obviously caught the media’s attention globally.”

And it’s working.

Memes, theories, digital eulogies—Duo’s "death" has taken over social media.

Duolingo wasn’t about to stop there. They’ve launched a new challenge called "Bring Duo Back to Life!" where users complete themed daily tasks to help cover the cost of his casket (???) and unravel the mystery of his untimely demise.

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Duo, the meme king

Duo has been a cultural icon. His relentless notifications, passive-aggressive threats, and ability to guilt-trip an entire generation into practicing a second language—unmatched.

Even Dua Lipa joined in on the absurdity, posting "Til' death Duo part" with a broken heart emoji.

Duolingo even changed its app icon to a dead-eyed Duo with Xs over his eyes.