Damn straight they are. They always have been. If the IRS has not enforced this before, they have been falling down on the job (not unusual, of course). If I hand the keys to a $100,000 car to my neighbor, we're both gonna have to pay tax.
Perhaps if picking up that bag is going to cost the "stars" 30 grand, they'll think twice about the "freebies" next time. Especially since most of the items are promotional in nature, and they probably don't even want them.
But the stars can donate what they don't want to a charity, taking it back off their tax return. Useless items (like a coupon for Lasix for someone who has normal vision already and nontransferrable) should count for being worth $0.