Variety Gold Heart Pin Campaign

With early pins becoming sought-after collector’s items, the iconic Variety Gold Heart Pin is one of Variety’s most recognized and successful fundraising initiatives. Available through retail outlets, movie theaters and online by Variety, funds raised through Variety Gold Heart Pins has made an incredible difference to children by funding many millions of dollars in specialized equipment and services. Past pins have included Star Wars characters, Yogi Bear, Mickey Mouse, E.T., Shrek and Spider-Man

2020 Gold Heart Campaign


Universal Pictures and DreamWorks Animation have collaborated with Variety - the Children’s Charity to create limited-edition gold heart pins featuring characters from DreamWorks Animation’s highly anticipated new film, Trolls World Tour, which arrives in theaters April 17, 2020. Proceeds from the pins will benefit Variety programs that provide life-changing equipment, services, and experiences to children who have special needs or who are disadvantaged.

The collector’s item pin, which features the beloved Trolls characters Poppy (voiced by Anna Kendrick in the film) and Branch (voiced by Justin Timberlake), will be available for a minimum donation of $3.00 in movie theatres nationwide from November 2019 to May 2020. A full list of participating locations can be found on

“To raise a child with a serious illness or disability costs a family four to five times more than it does to raise a child not living with one or more of these conditions,” said Erica Lopez, executive director of Variety - the Children’s Charity of the United States. “Each person who supports Variety can forever change the life of a child and her or his family by helping to lessen the family’s financial burden and provide every child with equality and a limitless future.”

For Universal Pictures and DreamWorks Animation, the collaboration is an ideal opportunity to help those families and the children they love. “The Trolls films celebrate friendship, love, joy, family, and the beauty and value of every person,” said John C. Hall, executive vice president of distribution and marketing for Universal Pictures. “Universal Pictures and DreamWorks Animation are proud to partner with Variety - the Children’s Charity in its vital, ongoing mission to make the lives of children with special needs, and their families, a little easier and a lot brighter.”

2002-2019 Gold Heart Pins

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. For the past seven years, Variety has 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 has 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 and display promotional posters, counter cards, in-theater slides, film trailers and other materials. This partnership between Variety and the motion picture industry has raised US$95 million dollars worldwide. Sold through retail outlets, movie theaters 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.


Mickey Mouse


Shrek DreamWorks


E.T. DreamWorks


Spiderman Sony


Zathura Sony




More Hands More Heart




Kermit the Frog


Yogi Bear




Mike and Sully

To buy Gold Heart Pins, please contact
[email protected]