One of our favorite things about awards shows like the Emmys is finding out what all the stars and award winners left the event with in their gift bags.
This year is a little different, well, in a lot of ways. For one thing, it’s going to be attended remotely, but still hosted by Jimmy Fallon. (There’s a global pandemic but Jimmy Fallon still gets to host things.)
Also, the gift bag in particular is different in that the organizers are calling it a “gift bag with a purpose,” according to Fox 11, and it was a response to the growing social consciousness in the U.S. related to race issues and more.
“We decided to only feature companies owned by minority-owned companies, female-owned companies and companies giving back to their communities and to the world at large,” Lash Fary, founder of Distinctive Assets, which puts together the gift bags for multiple awards shows like this, told Fox 11.
The bag includes items like a tote from The Green Garmento, subscription boxes from Baketivity, Bombas socks, City Threads cotton masks, Fortune & Fame necklaces, Goldshield T-shirts, Stretchy Stack “VOTE” bracelets and more.
Other promotional giveaways have touched on these themes of political activism, like the promotional box for HBO’s “Lovecraft Country.” That marketing effort used the show’s racial themes and setting to influence the products included, which not only educated people on the history used in the show, but also showcased Black-owned businesses in the product selection.
It’s a good show of solidarity from Distinctive Assets at a time when businesses and celebrities are taking stands on social issues. It’s not overly heavy-handed or preachy, it’s just using a platform to showcase products that otherwise might not have been selected.
