Gold Heart Day

Gold Heart Day is observed annually on February 14, serving as the flagship fundraising and awareness event for Variety – the Children’s Charity. This philanthropic holiday is dedicated to supporting children who are disadvantaged, disabled, or living with specialized medical needs. By selling and wearing iconic “Gold Heart” pins, supporters help fund life-changing equipment—such as wheelchairs and “Sunshine Coaches”—and services that allow children to reach their full potential despite their physical or financial circumstances.

History of Gold Heart Day

The roots of the holiday lie in the formation of the Variety Club (now Variety – the Children’s Charity), which was established in October 1927 by 11 show business professionals in Pittsburgh, Pennsylvania. The group’s focus shifted to children’s welfare on Christmas Eve in 1928, when a baby girl was found abandoned in the Sheridan Square Movie Theater with a note from her mother, who could no longer care for her. The “show business people” adopted her and named her Catherine Variety Sheridan, sparking a global movement of kindness that expanded to dozens of “Tents” (chapters) worldwide. ¹

The specific Gold Heart Pin campaign was launched in 1991 in Great Britain by Variety International Board member Marsha Rae Ratcliff. She envisioned a simple, elegant pin that people could wear to show their support for children in need. Since then, the campaign has become one of the most successful fundraising initiatives in the world, raising over $100 million globally. Every year, Variety partners with a major motion picture studio to design a limited-edition pin featuring popular characters, such as those from Star Wars, Mickey Mouse, or Shrek, turning the pins into coveted collector’s items.

Why is Gold Heart Day important?

This day is vital because it addresses the significant financial and social barriers faced by families with disabled children. In many regions, caring for a child with special needs can cost families significantly more each month than caring for a non-disabled child. Gold Heart Day raises the funds necessary to provide essential medical equipment, sensory toys, and physical therapy that insurance or government programs may not cover. It ensures that every child has the tools they need to participate fully in their community and schools.

The observance also serves as a global call for inclusion and empathy. By wearing the Gold Heart pin on Valentine’s Day, participants signify that their “heart of gold” extends to the most vulnerable members of society. It raises public awareness about the challenges faced by “hidden” disabilities and encourages a culture where children are defined by their abilities rather than their limitations. The campaign’s long-standing partnership with the film industry also helps keep these issues in the public eye, leveraging the reach of cinema to promote a message of hope and equality.

• The campaign has assisted over 50 million children since its inception.
• A single pin purchase can help fund specialized wheelchairs or mobility aids.
• The holiday promotes the idea that every child is limitless regardless of their condition.
• Partnerships with major studios (Disney, Universal, etc.) help raise millions annually.
• Wearing the pin foster community unity and a shared commitment to philanthropy.

How to Celebrate Gold Heart Day

The primary way to celebrate is to purchase and wear the annual Gold Heart Pin. In 2026, the official pin features characters from the film Avatar: Fire and Ash, created in partnership with Disney. These pins are traditionally available for a small donation (usually around $3.00 or £5.00) at thousands of movie theaters, retail outlets, and online through the Variety website. Wearing the pin on your lapel or bag is a simple yet powerful way to show you are a “Barker”—a term Variety uses for its supporters, inspired by its circus and showbiz roots.

Many supporters also choose to volunteer at local Variety “Tents” or organize their own “Heart-Healthy” fundraisers, such as bake sales or community walks. Since the day falls on Valentine’s Day, some people celebrate by gifting Gold Heart pins to friends and family as a meaningful alternative to traditional jewelry. Schools often participate by teaching students about empathy and the importance of helping others, sometimes hosting “Gold Heart” assemblies. The ultimate goal is to use the spirit of the day to ensure that children with special needs have a brighter, more inclusive future.

• Buy a Pin
  Purchase the 2026 Avatar: Fire and Ash pin at a local movie theater.
• Donate:
  Make a direct contribution to Variety – the Children’s Charity online.
• Wear & Share
  Post a photo of yourself wearing your pin using #GoldHeartDay.
• Volunteer
  Reach out to your local Variety Tent to see how you can help with events.
• Educate
  Talk to friends about the impact of “Sunshine Coaches” on children’s mobility.

Gold Heart Day Dates Table

1. https://variety.org/gold-hearts[↩]