Lucasfilm Ltd. and Twentieth Century Fox have partnered with Variety, the Children’s Charity to create a pin badge featuring fan favorites C-3PO and R2-D2 to raise funds for Variety’s Gold Heart Campaign that supports children and young people who are disabled and disadvantaged. The collector’s item will be available for £2 at selected cinemas and retailers including H Samuel, Odeon Cinemas and Forbidden Planet across the U.K from February 2012.
The campaign coincides with the all-new 3D release of Star Wars: Episode I The Phantom Menace in cinemas in February 2012.
Since 1991, the Gold Heart Appeal has been Variety’s signature badge campaign in the UK and worldwide. In recent years Variety has worked with a major film company, including Paramount, DreamWorks, and Warner Bros. to design a badge based on a universally recognised film, character or celebrity that is sold primarily in selected cinemas, venues and retailers across the U.K. The Gold Heart campaign has raised over 20 million pounds to help thousands of children and young people.
“The Variety Gold Heart Appeal gives love and support for sick, disabled & disadvantaged children and young people who need our help, so please wear your Gold Heart to show you care.” said Marsha Rae Ratcliff, creator of Gold Hearts and the first lady to become Chief Barker of Variety, the Children’s Charity in Great Britain. “Star Wars and Gold Hearts have both captured imaginations across generations and now we are united with our special 2012 pin badge. So to celebrate the 21st year of Gold Hearts we ask you to feel “The Force” and support our legendary appeal to help improve the life of a child in your community.”
The badge will be available in the U.K at www.varietyclub.org.uk/goldhearts Odeon/UCI Cinemas, Cineworld Cinemas, Forbidden Planet (in stores and online), www.Jedi-Robe.com -TheStarWarsShop, H Samuel, Leeds Building Society, DeVere Venues.
Variety, the Children’s Charity is a grant giving organization with a 60 year legacy of funding grants for children and young people in the UK. Variety has grown to be a great support for children who are sick, disabled or disadvantaged through their Sunshine Coach, Easy Rider Wheelchairs and Variety in Action (VIA) programs.
Through the grants program, Variety funds a whole range of appeals from individuals and organisations for children and young people throughout the country. This includes Sunshine Coaches, electric wheelchairs, strollers, specially-designed adaptive bikes and other mobility devices. Variety also takes children on special excursions that are educational and/or recreational through its VIA program. Our extensive grants program supports children’s hospitals, funds local youth clubs and projects, including those that encourage better literacy, access to media and career development. Variety is also a big supporter of disabled sports access and is currently working in partnership with Sports Aid where it is hoped that 30 out of our 55 funded athletes will be successfully picked for Team GB for the Paralympics in 2012.