Wicked (2024)

Variety – the Children’s Charity has partnered with Universal Pictures to create two limited-edition gold heart pins featuring characters Glinda and Elphaba from the spectacular new cinematic event, WICKED, in theatres nationwide on November 22, 2024.   The limited-edition collector’s pins are exclusively available through participating exhibition partners and are available starting October 2024 for a minimum donation of $3.00 in movie theatres throughout the U.S. while supplies last.    A full list of participating theatre locations can be found on www.variety.org.     

 The pins benefit Variety programs that provide life-changing equipment, services and experiences to children who live with special needs or who endure daily life challenges.  Many families cannot afford the critical treatments, equipment and physical therapy sessions required for their children to enjoy an improved and inclusive quality of life.  Everyone who purchases a WICKED gold heart pin will directly support the children and their families served by Variety – the Children’s Charity. 

Wear your heart on your sleeve to support variety!

For the past nine 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 1,100 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.