You’ve probably seen them sitting in a dusty bowl at a thrift store or pinned to the lapel of an older relative. Small. Red. Gold-toned. They look like costume jewelry you’d find for a dollar, but the Variety Club heart brooch carries a weight that has nothing to do with carats or gold purity. It's a badge. Honestly, for decades, wearing one of these was the simplest way to tell the world you cared about kids who were dealt a tough hand.
Variety, the Children's Charity, started in a way that sounds like a movie script. In 1927, a group of theater owners in Pittsburgh—calling themselves the "Variety Club"—found an abandoned baby in one of their cinemas. They decided to "adopt" her. They named her Catherine Variety Sheridan. That single act of kindness snowballed into a global powerhouse that has raised over $2 billion. The heart brooch became the face of that mission.
The Gold Heart Campaign: A Global Phenomenon
If you grew up in the 90s, the Gold Heart campaign was everywhere. You’d go to the movies, and right there at the concession stand, next to the overpriced popcorn, would be a display of these little hearts. It was a brilliant move. Most charities were asking for big checks. Variety asked for three bucks. Or five. Basically, the price of a soda.
The genius of the Variety Club heart brooch wasn't just the price point; it was the collectibility. Every year, they released a new design. Some were simple gold-toned hearts. Others were intricate, featuring characters from major motion pictures. This wasn't an accident. Because Variety has its roots in the entertainment industry—the "Show Folks" charity—Hollywood jumped in with both feet.
Think about the 1991 heart. That was the one that really kicked things off. It was simple, elegant, and suddenly everyone had one. By the time the mid-90s hit, Variety was partnering with major studios to put iconic characters on the pins. You had E.T., Yogi Bear, Mickey Mouse, and Winnie the Pooh. These weren't just pins anymore. They were tiny pieces of movie history.
People started hunting for them. Serious collectors emerged, looking for the "rare" years or the specific character pins that had limited runs. But throughout the craze, the core mission remained. Every cent—after manufacturing—went toward "Sunshine Coaches," wheelchairs, and medical equipment. It’s one of the few instances where a massive marketing gimmick actually stayed true to its soul.
Why the Variety Club Heart Brooch Still Matters Today
We live in an era of digital receipts and "round up your change" prompts at self-checkout. It feels hollow. There’s something tactile about the Variety Club heart brooch that modern charity lacks. When you bought a heart, you wore it. It was a conversation starter. You’d see someone else wearing one in the grocery store and you both knew you’d contributed to the same cause.
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Collectors today are surprisingly active. If you go on eBay or Etsy, you’ll see these pins selling for anywhere from $5 to $50. The value depends entirely on the year and the condition of the enamel. Some of the older UK versions, which often featured different designs than the US or Australian versions, are particularly sought after.
But it’s not about the money. Not really.
The brooch represents a specific era of philanthropy. It was the "Gold Heart" era. It was a time when the film industry used its massive reach to do something objectively good without making it a political statement. The pins are physical reminders of "Variety's Kids." When you hold a 1996 Pocahontas heart or a 2002 Scooby-Doo version, you’re holding a piece of a legacy that provided a wheelchair for a child who couldn't walk or a communication device for a child who couldn't speak.
Misconceptions About the Pins
People often think these are worth a fortune because they're "vintage." Let's be real: they aren't. Millions were produced. Unless you have a very specific, rare anniversary edition or a misprint, you aren't going to retire on your pin collection. The value is sentimental and historical.
Another mistake? Thinking they are only a UK thing. While Variety is massive in the UK and the "Gold Heart" campaign is legendary there, it’s a global effort. Australia, the US, and Canada all have their own versions of the Variety Club heart brooch. In fact, the Australian designs are often cited by collectors as some of the most creative, frequently incorporating local flair alongside the standard heart shape.
How to Identify and Date Your Brooch
If you’ve found a stash in a jewelry box, dating them is usually pretty easy. Most have the year stamped on the back. If they don't, you have to look at the design:
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- Early 1990s: Simple, high-polish gold or silver tones. Very "classic" jewelry style.
- Mid-to-Late 90s: The character era. This is when the Disney and Warner Bros. partnerships were at their peak.
- 2000s and Beyond: More diverse shapes. You’ll see hearts with "puzzle piece" motifs for autism awareness or more contemporary, abstract designs.
The quality changed over time, too. The older pins tend to be heavier. They used a thicker enamel. Some of the later versions feel a bit lighter, reflecting the rising costs of production and the desire to keep the donation price accessible for the average moviegoer.
The Cultural Impact of the Gold Heart
It’s hard to overstate how much these little pins permeated pop culture. Celebrities were constantly photographed wearing them. It became a "thing" on red carpets. But unlike the fancy ribbons we see now, the Variety Club heart brooch was democratic. A billionaire could wear the same $3 pin as a kid in the suburbs.
That's the real power of the Variety Club. They understood that "show business" isn't just about the stars; it's about the audience. By giving the audience a way to participate in the charity of the stars, they created a sense of community that lasted for decades.
The Variety charity is still very much alive. They still do incredible work. But the era of the ubiquitous heart pin has shifted. Digital fundraising is more efficient, sure. It has less overhead. But it’s less visible. You can't pin a digital receipt to your denim jacket. You can't pass a "click here to donate" button down to your daughter.
What to Do If You Have a Collection
Don't throw them away. Even if you don't want them, someone does. There are dedicated Facebook groups and forums for Variety collectors. If you have a large set, consider donating them back to a charity shop or selling them and donating the proceeds to Variety. It keeps the cycle going.
If you’re looking to start a collection, start at car boot sales or local flea markets. You can often pick up a handful for next to nothing. Clean them gently with a soft cloth—avoid harsh chemicals as the gold plating on these is usually quite thin and can rub off easily.
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Checking for Authenticity
While fakes aren't exactly a massive problem (it’s a low-value item to counterfeit), there are "tribute" pins out there. A genuine Variety Club heart brooch will almost always have the "Variety" logo or name embossed on the back. It’s the mark of the "Tent," which is what Variety calls its local chapters. This goes back to their circus and theater roots. Every chapter is a Tent. Every member is a Barker. It's a quirky, old-school vocabulary that makes the organization feel like a secret society for good.
Actionable Steps for Owners and Collectors
If you're sitting on a pile of these hearts or thinking about buying your first one, here's the move.
First, inventory what you have. Check the years. Look for the character pins—those are the ones people actually hunt for. If you have a Star Wars or Disney collaboration pin, those are your "high value" items (relatively speaking).
Second, check the backs for the 'Tent' number. This tells you exactly where that pin originated. It’s a fun bit of detective work. A pin from Tent 36 is from the UK. Tent 25 is Indianapolis. It adds a layer of history to a small piece of metal.
Third, if you're selling, group them. Collectors usually want "lots" from specific decades. Selling a single 1994 pin is a hassle. Selling a "90s Character Set" is a win.
Lastly, remember the kids. If you find yourself obsessed with these pins, take a second to look at what Variety is doing in 2026. The brooch was just a tool. The real work is the vans, the wheelchairs, and the support systems for families.
The Variety Club heart brooch isn't just a piece of nostalgia. It's a reminder that a massive, global change can start with something as small as a baby left in a theater and a bunch of theater owners who decided to do the right thing. It's proof that you don't need to be a millionaire to be a philanthropist. You just need a few bucks and a bit of heart.
Next Steps for Your Collection:
- Verify the Hallmark: Flip your pin over. Look for the "Variety" stamp and the year. If it’s missing, it might be a generic "heart" pin and not an official Variety release.
- Clean and Store: Use a microfiber cloth. Do not soak them in water, as the pins are often made of base metals that can rust if moisture gets trapped behind the enamel.
- Research the Character: If you have a character pin, look up the release year. Certain years, like the 1993 Aladdin pin, have higher demand among Disney enthusiasts than general charity collectors.
- Support the Source: Visit the official Variety International website to see how the "Gold Heart" campaign has evolved into modern programs like "Variety Kids" or their updated mobility grants.