The Variety Club has announced today that it will undertake a major rebranding including a name change to Variety, the Children’s Charity.

The charity, which was launched in the US in 1927 as a social club for entertainers, has been running in the UK for over 60 years and expanded its remit to support disadvantaged children in local communities. The rebrand, says Variety, will help establish better recognition and more relevance to a younger audience, reflected in the new brand's supporting statement ‘improving young lives every day’.

Variety is now working with several agencies to improve its image and promote its work and initiatives. Alongside a public relations company it is in the early stages of formulating a strategic PR programme and will also be launching a new website in the near future. The cost of the rebranding is still being calculated.

Malcolm Brenner, head of the board of trustees, said: “While our identity is changing, our total commitment to helping young people and children in need of support across the UK remains stronger than ever.”

Variety is renowned for its Sunshine Coaches, with 5,000 being provided for community projects since 1962. The charity has raised over £200m supporting a variety of initiatives aimed at helping sick, disabled and disadvantaged children throughout the UK.

In the last three years Variety has given £520,000 to help individual children and their families with everyday equipment. It receives strong support from the entertainment sector to this day, with celebrities including Ricky Gervais, Michael Caine and James McAvoy all lending their voice and time to the cause.