Lucasfilm Ltd. and Twentieth Century Fox have partnered with Variety the Children’s Charity to create a pin featuring fan favorites C-3PO and R2-D2 to raise funds for Variety programs that serve children who are disabled and disadvantaged. The collector’s item will be sold for $3.00 in more than 1,000 movie theatres and select retail outlets nationwide from November 2011 – April 2012.
The program coincides with the all-new 3D presentation of Star Wars: Episode I The Phantom Menace in theatres.
Since 1991, the Gold Heart Pin Campaign has been Variety’s signature fundraising endeavor worldwide. Variety works with one major motion picture studio every year, including Sony, Paramount, DreamWorks, Universal, Walt Disney Studios Motion Pictures, and Warner Bros. to design a pin based on a film or character that is sold primarily in movie theatres across the country. Through this partnership, the Gold Heart pin campaign has raised millions of dollars to help children in need.
“Star Wars is a phenomenon that reaches throughout the globe and across generations,” said Erica Lopez, national manager of Variety the Children’s Charity of the United States. “We encourage everyone to be a hero and purchase a pin to improve the life of a child in their community.”