SWAG is FREE stuff given to celebrities by retailers and brands in general.
This swag isn't given out of the goodness of their hearts, it is given in the hopes that the FREE merchandise will be promoted by the celebrity.
Guess who's always first in line? Oh, you must play this game a lot, yes...
"Broke" Tori Spelling plugs Playskool on her twitter, turns out, the swag (tricycles) they gave her children Hattie, 2, and Finn, 1, are like the kids' favorite things ever!