What are they?
Purple hearts are created by your clubmate's activity - such as obtaining a cat or a decoration, entering a contest, etc. You can 'love' all achievements that happen after you joined the club. Players are also able to obtain purple hearts by gifting clubmate's materials when they are requested. Players can earn 1 heart for every 100 materials sent to a maximum of 10 hearts.
 
From loving level ups you get the same number of hearts as their level, and for everything else you get hearts based on the rarity of the activity. Tap the purple hearts next to the achievements to collect them.
 
What do they do?
You get to spin the club basket once for every 200 purple hearts you collect.
 
I heard VIP had an effect?
Yes, when a VIP member has an achievement they give double the purple hearts except for level up hearts.
 
Club Basket
When you spin the Club Basket you have a chance to receive base materials as well as cats and decorations from an exclusive set.
 
On top of that, during Club Events it switches from coins to tokens, the event currency.
 
Note: There is a 1000 heart line limit in club baskets! So make sure to collect your hearts before then
 
Club Kitties
Cats:
Jo (Common)
Echo (Common)
Benny (Rare)
Xavier (Rare)
Phe (Epic)
Eddie (Epic)
Lucy (Legendary)
 
Decorations:
Pennants (Common)
Playground (Common)
Easel (Rare)
Puzzle Pieces (Rare)
Letter Blocks (Epic)
Storage (Epic)
Homework (Legendary)
 
Once you have completed the Club Kitties set, the Club Basket turns to materials and coins.
During Club Events the Club Basket is entirely tokens.