Celebrated on Valentine's Day, the new initiative is designed to raise awareness of childhood heart disease and raise money to continue HeartKids' work in providing support, advocacy, growing awareness and further enabling research.

It is a cause close to the heart for Wedderburn couple Diane and Paull Gordon-Cooke.

Their son Blake was 19 months old when he died in September last year.

Tests revealed Blake had two holes in his heart, secondary pulmonary hypertension and a mystery, still undiagnosed, rare interstitial lung disease. 

Diane will be selling HeartKids merchandise and copies of the newly launched Let Your Angel Fly CD at Bendigo Marketplace this Friday.

Melbourne musician John Trager wrote and recorded the song in memory of Blake.

"At the stall there will be sweetheart lollipops and lollies, we'll have Blake's CDs available for sale, of course, we'll have a limited number of those that are actually signed by John Trager," Diane said.

"I'll be there with a couple of friends and a lady from HeartKids in Melbourne will be coming to be there with us.

"There will be teddy bears as well."

John Trager performed Let Your Angel Fly at an event in Melbourne last week.

"It was just incredible," Diane said.

"It was very emotional, very humbling.

"So many people came up to meet us because a lot of people had heard about Blake.

"I don't think there was a dry eye."