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 theatres 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.
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, The Boss Baby: Family Business, which arrives in theaters July 2, 2021. Proceeds from the pins benefit Variety programs that provide life-changing equipment, services and experiences to children who live with special needs or who are disadvantaged.
The collector’s item pin, which features Boss Baby Ted (voiced by Alec Baldwin in the film) and new boss baby Tina (voiced by Amy Sedaris), will be available for a minimum donation of $3.00 in movie theatres nationwide starting July 2, 2021. A full list of participating locations can be found on www.usvariety.org.
“Every person who supports Variety helps empower a child to fulfill their unique potential,” said Erica Lopez, executive director of Variety - the Children’s Charity of the United States. “Each Gold Heart pin sold means that Variety can provide things like custom-fitted adaptive tricycles, communication devices and activities such as camp for kids and teens with special needs.”
For Universal Pictures and DreamWorks Animation, the collaboration is an ideal opportunity to help children who are most in need and the families who love them. “The Boss Baby: Family Business celebrates the child inside each of us and the families who love and support us throughout our lives,” said Eric Carr, senior vice president of in-theatre 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.”
© DreamWorks The Boss Baby: Family Business © DreamWorks Animation L.L.C. All Rights Reserved.
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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 have helped raise awareness to Variety’s work and have generated millions of dollars for children in need. More than 800 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$25 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.
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