Once upon a time, in a magical land called California, presenters and performers at the glamorous Academy Awards received gift bags to thank them for their time and talent. From the 1970s through 2006, this munificent Eden persisted. Then the IRS came along and ruined all the fun, declaring these expensive tokens income and thus subject to taxes. In 2007, the Academy of Motion Picture Arts and Sciences discontinued the gifts. By then, private companies had already swooped into the coveted swag space, distributing goodies to everyone from award-winning actors to unnaturally tan reality stars. The most elaborate of these offerings have been put together since 2003 by marketing company Distinctive Assets, whose “Everybody Wins” gift bags ensure that nominees who don’t get a golden statue still walk away with armloads of consolation prizes worth thousands (one year over $100,000).
The swag bags feature an array of beauty and fashion finds (this year’s most extravagant include aRead More »from Oscars Swag Bags: A History of Edible Gifts Since 2003