Distinctive Assets Returns as the Recording Academy®'s Exclusive Gift Partner for 2026 Grammy Awards®
LOS ANGELES, Jan. 21, 2026 /PRNewswire/ -- Distinctive Assets, the LA-based entertainment marketing company credited with catapulting the promotional craze of celebrity swag into a pop culture phenomenon, will serve as the Recording Academy®'s exclusive talent gifting partner for an astounding 26th year. Distinctive Assets will once again produce the one-and-only Grammy® Gift Lounge as well as the show's legendary Presenter & Performer Gift Bags. The 2026 Grammy Awards® will, as always, feature the world's biggest acts, all of whom will be treated to a bevy of thank you gifts in acknowledgment and appreciation of their participation.
"It is always a privilege to be even a small part of celebrating Music's Biggest Night®," says Distinctive Assets founder Lash Fary. "After all these years, it's gratifying to see that what we do is still enjoyed so immensely by so many. The appeal is real, and our mission remains quite simple: to deliver fabulous gifts while embracing inclusivity and philanthropy."
The Grammy Gift Lounge will once again be hosted by Tom's Watch Bar @ L.A. Live and be open to presenters and performers during rehearsals. This year's Gift Lounge features an unforgettable pop-up toy store experience for fans of all ages from MGA Entertainment, TastySounds musical lollipops from AMOS SWEETS and a daily gut health supplements package from MEBO x GLYMATE. Rounding out the Gift Lounge experience will be custom florals from Blooms by Maison d'Emilie, a golden ticket for cutting-edge laser treatments from Dr. Jacquiline Hakim of Divina Dermatology, Dr. Simi x Farmacias Similares multivitamins and flavored wellness gummies, top-rated Chilean wines from the Grammys' official wine partner Frontera, Greens First – the #1 doctor-recommended greens powder, the luxurious GROHE Euphoria 140 Shower Head powered by innovative water-saving Aqua Booster technology, museum-quality exceptionally-brilliant jewelry from Grossé, bold original contemporary art from Krovblit Fine Art, the original ultimate-comfort HUGS luxury blanket from Minky Couture, juicy plant-based chicken (and merch) from PETA x Just Meat, a deluxe beauty sampler from Urban Decay Cosmetics and a special invitation (along with some cool swag) from Grammy-winner Jimmy Jam for artists to lend their voices to the fight against hunger by joining Tony Robbins' 100 Billion Meals Challenge.
Talent will also receive a preassembled Grammy Gift Bag filled with items from a wide variety of best-in-class brands including AllTrack Performing Rights, AMISTAD ̶ an imprint of HarperCollins, Amy Lane, Beekeeper's Naturals, Beverly Hills Dental Arts, CB Grey, CHC ̶ Luxury Natural Candles, DESUAR Spa, Dr. Anna Frants, Flaus, Good Girl Chocolate, Hasbro Games, Karma Nuts, K'lani, Manuka Health, Marleylilly, Music Connection, New Chapter, NOOD New York, Oner Active, PackIt, Sattaché, SkinnyDipped, Stanley 1913, TruFru, Universal Audio, Unplugs, Unreal Snacks, Victoria White, Vital Proteins and more.
The Grammy Awards will be held on Sunday, February 1, 2026, at Crypto.com Arena in Los Angeles. The show will be broadcast live on the CBS Television Network at 8 p.m. ET / 5 p.m. PT and will be available to stream live and on demand on Paramount+.
ABOUT DISTINCTIVE ASSETS
Established in 1999, Distinctive Assets is a niche marketing company offering celebrity seeding, business development and branding opportunities within the entertainment industry and beyond. Distinctive Assets spearheaded the proliferation of award show swag and boasts an impressive resume of prestigious events that includes the Grammy Awards®, Latin Grammy Awards®, Emmys®, Tonys, American Music Awards, Kids' Choice Awards, BET Awards and Academy of Country Music Awards. From Fortune 100 companies to start-ups, clients benefit from customized marketing solutions that leverage unparalleled experiences and access to top celebrities.
ABOUT THE RECORDING ACADEMY
The Recording Academy represents the voices of performers, songwriters, producers, engineers and all music professionals. Dedicated to ensuring the recording arts remain a thriving part of our shared cultural heritage, the Academy honors music's history while investing in its future through the Grammy Museum®, advocates on behalf of music creators, supports music people in times of need through MusiCares® and celebrates artistic excellence through the Grammy Awards® — music's only peer-recognized accolade and highest achievement. As the world's leading society of music professionals, we work year-round to foster a more inspiring world for creators. For more information about the Grammy Awards and the Recording Academy, please visit Grammy.com and RecordingAcademy.com. For breaking news and exclusive content, join the Recording Academy's social communities on Instagram, YouTube, TikTok, Facebook, LinkedIn, Threads and X. For media assets, please visit the Recording Academy Press Room.
Link to gift breakdown and product images for media use:
Media Contact:
Molly Valtz
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SOURCE Distinctive Assets
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