Forget Justin Bieber's silver cowboy lighter, the Oscars party favors are the new talk of the town.
The Academy Awards are set to return for another year this weekend on Sunday (March 12).
Last year's ceremony was memorable enough, with Will Smith famously slapping Chris Rock on stage after the comedian made a G.I. Jane joke about Smith's wife Jada Pinkett Smith, due to her shaven head.
Smith, 53, shocked viewers as he stormed up to Rock, 58, and smacked him across the face, before sitting back down in his seat and screaming: "Keep my wife's name out your f**king mouth!"
Slaps aside, it's the goodie bags for each acting and directing nominee at this year's upcoming event that have gotten everyone talking... predominantly due to the fact that each one is worth a whopping six figures! While the exact figure hasn't been revealed, it's expected that it's likely worth over $100,000, per Forbes.
The price of its contents is not of paramount importance, according to Lash Fary of Distinctive Assets, the marketing firm that compiles and provides the gifts. "While this gift bag does, as always, have an impressive value, that is neither our focus nor goal. This is a straightforward win/win," Fary stated in a press release, via Hello.
"These nominees are in a unique position to help participating brands immeasurably by simply wearing, using and talking about these products," the press release continued.
Over 60 brands have been included in the goodie bags - including "skincare products from Miage, luggage and flip-flops from Havaianas, a silk pillowcase from Blush Silks, a travel pillow from PETA, Ariadne Athens Skin Wellness bath ritual sets, C60 Purple Power edible massage oil, The Beauty Tea Company limited edition all-natural tea collection, and M Cacao Expressio chocolates – chocolate boxes with a video message embedded inside," per Hello.
Other more outlandish gifts include 20 trees planted in the nominee's name, a plot of land in Australia, a trip to a private island on the Amalfi Coast with seven friends, and even a second trip to Ottawa in Canada, Indy100 detailed.
Lash revealed that the goodie bags were essentially celebrity marketing at its finest, stating: "While our gifts may be famous for being fun, fabulous, useful and unique, they also serve a grander purpose. Most of the brands we include are from a diverse and inclusive array of small businesses who meaningfully benefit from the global exposure that being associated with Hollywood's Biggest Night affords them. This is celebrity marketing with a mission."