The Hunger Games: Sunrise on the Reaping Gets Limited-Edition Scentbird and Drift Fragrance Collection
The world of Panem is expanding into fragrance with a new limited-edition collection from Scentbird and Drift inspired by The Hunger Games: Sunrise on the Reaping. The collaboration includes three products designed to bring the film’s world into different parts of everyday life: a Scentbird Eau de Parfum, a Drift Home Scent Diffuser and a Drift Car Freshener. Scentbird says the release marks the first time it has launched an intellectual-property fragrance collection alongside a major film release, with the companies positioning the products as tangible pieces of the story that fans can wear, keep or give as gifts.
All three products draw from the flora and natural landscape of Sunrise on the Reaping. The fragrance profile combines wild berries, apple tree, golden daisy, butterfly bush and meadow moss, with Scentbird and Drift describing the scent as a mix of brightness and wilderness intended to reflect both the beauty and the darker consequences associated with Panem.
The limited-edition Eau de Parfum is described as a fruity woody fragrance and is available exclusively through Scentbird, with prices starting at $17.95. Drift’s Home Scent Diffuser and Car Freshener use a fruity floral interpretation of the same inspiration and are available exclusively through Drift, with prices starting at $14.95.
The collaboration takes a different approach from the more familiar figures, apparel or display pieces typically associated with major franchise releases. Instead, Scentbird and Drift are using scent itself as the collectible connection, with the products designed around the same world and offered as a coordinated limited-edition collection.
The partnership also received an early showcase at New York Comic Con as part of Lionsgate’s Sunrise Gardens campaign. Drift Home Scent Diffusers were used to scent the experience, while a dedicated Scentbird x Drift Scent Station gave attendees a chance to sample the three products and take part in interactive elements. The activation also included QR codes linking the physical experience to the brands’ digital platforms, along with exclusive digital content and fan-created artwork.
“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.”
Sunrise on the Reaping follows 16-year-old Haymitch Abernathy beginning on the morning of the reaping for the 50th Annual Hunger Games, also known as the Second Quarter Quell. The story is set 24 years before the events of The Hunger Games and is based on Suzanne Collins’ novel.
The Scentbird x The Hunger Games: Sunrise on the Reaping Eau de Parfum and the Drift Home Scent Diffuser and Car Freshener have launched as limited-edition releases.