Gold Heart Pin Campaign

For those with Hearts of Gold

The Gold Heart Pin campaign is one of Variety’s most recognized and successful global fundraising initiatives. The campaign was created in 1991 in Great Britain by Variety International Board Member, Marsha Rae Ratcliff, who thought to create gold pins in the shape of hearts to raise funds to assist children in need.

Beginning in 2002, Variety launched a partnership with the motion picture industry to design and market the Gold Heart pins around Hollywood movie properties. Each year, Variety partners with a major motion picture studio to design a new Gold Heart pin around a movie or a movie character from that studio. Gold Heart pins with tie-ins to universally recognized characters Yogi Bear, Mickey Mouse, E.T., Shrek and Spider-Man have helped raise awareness to Variety’s work and have generated millions of dollars for children in need.

More than 2,000 theaters around the United States sell the pins; this partnership between Variety and the motion picture industry has raised over $100 million dollars worldwide! Sold at movie theaters, retail partners and the global network of Variety Tents, the Gold Heart pins are collected and worn by millions of people around the word as symbols of their support for Variety and the children who are helped by Variety funded programs and facilities.