A handful of celebrities attending this year's Oscars walked away with a swag bag worth $138,000.
Some of the highest-ticket items: A private vacation to a Scottish castle and a spa package.
Companies pay a marketing firm, Distinctive Assets, to be included in the celeb giveaway.
For some celebrities who didn't win an Oscar at the Academy Awards ceremony last night, there's a killer consolation prize: A $138,000 freebies package.
The swag bag, which has been organized by marketing firm Distinctive Assets for the past two decades, is given to nominees in the best actor and actress, supporting actor and actress, and director categories.
More than just fancy olive oil and a stuffed tiger plush, the prestigious swag bag includes a $50,000 private vacation at Turin Castle — a 10-bedroom castle in Scotland — and a $15,000 spa retreat for two.
There are fancy cookies, and fancy brownies, and fancy candles. And every company with a product in the swanky swag bag has to pay a fee to be included.
"This is not philanthropy on my part, this is my business," Distinctive Assets founder Lash Fary told Reuters.
It costs anywhere from $4,000 to $50,000 to be included, Fary said. "This is what we do to put products into celebrity's hands," he told Reuters.
In the past, the total value of the swag bag has gone even higher — in 2020, for instance, it topped $200,000.
This year, the package includes approximately 50 different products. The most expensive parts of the package are experiential or service-based, like a $25,000 gift certificate to a home renovation service.
If every offer were redeemed, recipients could end up footing a hefty tax bill. But Fary told CNBC that, in the 20 years his company has been giving out the package, no one's ever done that.
"A lot of the trips have gotten redeemed," he said, "but no one has ever redeemed every single thing."
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