SCENTBIRD AND DRIFT BRING THE WORLD OF THE HUNGER GAMES TO LIFE THROUGH SCENT WITH SCENTBIRD x THE HUNGER GAMES: SUNRISE ON THE REAPING COLLECTION

The limited-edition collaboration immerses fans in the world of Panem through personal, home and car fragrance inspired by the highly anticipated film

NEW YORK, Nov. 5, 2026 /PRNewswire/ -- Scentbird and Drift are bringing the world of Panem to life with a new fragrance collaboration inspired by The Hunger Games: Sunrise on the Reaping. Marking the first time Scentbird has launched an IP fragrance collection alongside a major film release, the limited-edition collaboration spans an Eau de Parfum, Home Scent Diffuser and Car Freshener, translating the film's breathtaking landscape and enduring sense of hope into scent. The collection gives fans a tangible, collectible piece of the story to wear, keep, gift and remember, creating a new way to experience the story wherever they go.

Inspired by the flora and natural landscape of The Hunger Games: Sunrise on the Reaping, the collection has fragrance notes that are rooted in wild berries, apple tree, golden daisy, butterfly bush and meadow moss. Together, the bright and untamed notes capture the feeling of a golden dawn and the duality at the heart of Panem: beauty and spectacle, hope and consequence.

"Fragrance has an incredible ability to transport you into another reality, which made it such a natural way to bring the world of The Hunger Games: Sunrise on the Reaping beyond the screen," said Elena Lécué, Chief Marketing Officer of Scentbird and Drift. "Together, Scentbird and Drift allow us to create a complete sensory experience that moves with fans, from the fragrance they wear to the spaces they call home and the journeys they take. We wanted every expression of the collection to capture the beauty, hope and resilience at the heart of The Hunger Games, while giving fans a new way to connect with Panem in their everyday lives. The story doesn't have to end when the credits roll."

Scentbird brings the story to skin with the limited-edition The Hunger Games: Sunrise on the Reaping Eau de Parfum, a fruity woody fragrance that rises with the light. Designed as a tangible connection to the world of Panem, the scent captures a sense of hope that is bright, untamed and impossible to contain.

Drift extends the experience into the spaces fans inhabit every day with a limited-edition Home Scent Diffuser and Car Freshener. The fruity floral fragrance transforms the landscape of The Hunger Games: Sunrise on the Reaping into an ambient scent experience, filling the home or traveling mile after mile with a fragrance inspired by a world full of life and hope.

"The Hunger Games has an incredibly passionate fan community, and with The Hunger Games: Sunrise on the Reaping, we're excited to offer audiences new ways to connect with the world of Panem," said Debbie Olshan, Senior Director, Consumer Products at Lionsgate. "Collaborating with Scentbird and Drift gave us a way to turn that world into something tangible: scents fans can hold onto, the same way they've held onto this story for years."

Together, Scentbird and Drift create a fragrance experience that can be worn, lived in and carried along for the ride. From getting ready for opening night to filling the room for a watch party or taking the scent on the road, the collection offers a sensory connection to The Hunger Games: Sunrise on the Reaping that extends beyond the screen and into the everyday.

Bringing the collaboration to life beyond the products themselves, Scentbird and Drift joined Lionsgate in activating on a campaign moment for The Hunger Games: Sunrise on the Reaping at New York Comic Con. Building on the film's Sunrise Gardens campaign, the activation tapped into New York Comic Con's massive built-in audience, introducing fans to the world of the film through a fully sensory journey, with Drift Home Scent Diffusers scenting the experience. The journey culminated at a dedicated Scentbird x Drift Scent Station, creating a key brand touchpoint where fans discovered the collaboration's three new products through fragrance exploration, sampling and interactive moments, with QR codes connecting the IRL experience to the brands' digital platforms. Designed to drive discovery, social sharing and fan engagement, the activation also incorporated exclusive digital content and fan-created artwork, extending its reach beyond New York Comic Con and positioning fragrance as a part of how fans experience the world of Panem.

The limited-edition The Hunger Games: Sunrise on the Reaping x Scentbird Eau de Parfum will be available exclusively through Scentbird beginning November 5, 2026 with prices starting at $17.95, while The Hunger Games: Sunrise on the Reaping x Drift Home Scent Diffuser and Car Freshener will be available exclusively through Drift beginning November 5, 2026 with prices starting at $14.95, respectively.

About The Hunger Games: Sunrise on the Reaping:
From acclaimed director Francis Lawrence, THE HUNGER GAMES: SUNRISE ON THE REAPING follows sixteen-year-old Haymitch Abernathy (Joseph Zada) from District 12, beginning on the morning of the reaping for the 50th Annual Hunger Games, also known as the Second Quarter Quell, the biggest Games yet with twice as many tributes. 

Set in the world of Panem 24 years before the events of The Hunger Games, the story follows Haymitch into the arena, where he forms an unlikely alliance with fellow tribute Maysilee Donner (Mckenna Grace) and joins a coalition determined to challenge the Capitol's control under President Snow (Ralph Fiennes). As the competition unfolds, Haymitch risks everything to take down the Games from within the arena — setting in motion the rebellion that will change Panem forever.

Based on Suzanne Collins' best-selling novel, THE HUNGER GAMES: SUNRISE ON THE REAPING also stars Jesse Plemons, Glenn Close, Kieran Culkin, Elle Fanning, Maya Hawke, Whitney Peak, Kelvin Harrison Jr., and Ben Wang. Produced by Nina Jacobson, Brad Simpson and Francis Lawrence. Screenplay by Billy Ray and Michael Lesslie.

Based on the best-selling books by Suzanne Collins, published by Scholastic, and released by Lionsgate Entertainment, The Hunger Games is a global blockbuster film franchise that has spawned five record-breaking films that collectively have grossed over $3.3 billion at the global box office. The world of The Hunger Games that Suzanne Collins created continues to grow as theme park attractions, experiences, and live events including The World of the Hunger Games at Motiongate Dubai and a major stage production in London.

About Scentbird
Scentbird is the leading fragrance discovery platform, offering subscribers access to hundreds of designer and niche fragrances through monthly subscriptions and exclusive limited-edition collections. By combining storytelling, culture, and self-expression, Scentbird empowers its community to explore and personalize fragrance like never before.

About Drift
Drift creates premium car and home fragrance products that combine minimalist design with high-quality, clean ingredients. Founded with the goal of redefining the fragrance experience, Drift offers convenient subscriptions and a rotating selection of seasonal scents for a personalized and elevated atmosphere—whether on the road or at home.

About Lionsgate - Global Products & Experiences
Lionsgate Global Products & Experiences is a division within Lionsgate (NYSE: LION), one of the world's leading standalone, pure-play content companies. By leveraging the studio's world-class portfolio of film and television brands and franchises, the division drives incremental revenue and builds consumer engagement via live shows and experiences, location-based entertainment destinations, games, physical and digital merchandise, and select strategic partnerships and investments.

The group has developed multiple stage productions – including La La Land, Dirty Dancing, The Hunger Games and Wonder – integrations with marquee games (Call of Duty, Dead By Daylight, Roblox, and Fortnite), and collaborations with best-in-class consumer products licensees (LEGO, American Classics, Hot Toys, Funko, and more). Attractions based on Lionsgate's top franchises The Hunger Games, John Wick, and other iconic IP can be found at theme parks and destinations in Asia, the United States, United Kingdom, and the Middle East, with the JOHN WICK EXPERIENCE now open in Las Vegas.

SOURCE Scentbird