Bella Sara’s Global Rights Change

Conceptcard, a Denmark-based game publisher, has recently announced an international licensing agreement with The Bella Sara Company, LLC. The rights to the Bella Sara brand have shifted from Hidden City Entertainment to the newly created The Bella Sara Company, headed by George Stetar, former senior vice president of international business and licensing of Hidden City Entertainment. Stetar will now serve as global rights manager at the new company.

The Bella Sara Company is owned by Henrik Heindorf and his wife, Gitte Braendgaard, creator and director of Conceptcard. Peter Adkison, the former leader in development of the Bella Sara brand at Hidden City Entertainment, will continue to consult with Conceptcard during the transition.

The Bella Sara Company plans to release the new Bella Sara Chibis, new miniature collectibles, later this summer. The new Winter Festival trading card will still release in multiple countries this fall, as previously planned by Hidden City.

Hidden City Introduces Bella Sara Chibis

Hidden City Entertainment, Inc., the rights holder of Bella Sara, introduces Bella Sara Chibis (Chee-Bees). The new soft, squishy figures will fit in the palm of a hand, and come with its own stacking cube containers, bracelet, and trading card. Kids can also go online and get the digital versions of the creatures. Scheduled to arrive in stores this summer, Bella Sara Chibis will be available first in the U.S. and Russia, and then will be released in Western Europe.

Imprima Signs On For Bella Sara Wall Stickers

Hidden City Entertainment’s licensing agent, M.J.A. Licensing, has brokered a deal with Imprima for Bella Sara-themed wall stickers in the French and Belgian markets. The sticker will come in four large-sized options and are set to release this fall.

Bella Sara Introduces Moonfairies Collectible Card Set

Bella Sara is introducing its newest collectible card series, Moonfairies, which include 55 cards that feature horses, characters, and positive messages. The cards feature secret codes to be used to unlock features of the online Moonfairies game.

The new Moonfairies series is an addition to the Bella Sara Adventures online game play component created by Hidden City Entertainment, Inc. Bella Sara is also releasing Collector Card Albums, which feature the Moonfairies; a card checklist; and 10 pages of inserts to place the cards in. Bella Sara products are available at Target, Walmart, Toys “R” Us, and

Hidden City Signs New Bella Sara Deals

Kidz Entertainment/EEMC, the licensing agent for Hidden City Entertainment’s Bella Sara, has brokered a new deal for a range of home furnishings, apparel, and stationery in European markets.

The deal gives TOP-TOY/K.E. Mathiasen A/S the rights to produce a range of Bella Sara-branded products, including book bags and book wrappers, towels, bed sets, T-shirts, sleeping bags, notebooks, and stationery sets. The new products will launch fall 2010 across Scandinavia, Germany, and Benelux. The company will also launch a Bella Sara toy line with Giochi Preziosi and carry the trading card game in its network of retail stores.

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MagicMarket Picked as Bella Sara’s Italian Marketing Partner

Bella Sara has appointed a new Italian marketing partner, MagicMarket Twenty Five S.r.l. (MagicMarket). As the brand’s marketing partner, MagicMarket will work with Hidden City Entertainment to distribute, market, and sell Bella Sara collectible cards throughout Italy.

MagicMarket will begin the partnership by launching Bella Sara’s Moonfairies collectible card series, scheduled to release in June.

Bella Sara Gives Back to the Patients of Children’s Medical Center Dallas

Bella Sara has always operated with children and the community at the forefront of the brand’s mission. Recently, Bella Sara donated over 900 plush horse toys to Children’s Medical Center Dallas, located in Dallas, Texas.

Children’s Medical Center Dallas receives more than 360,000 patient visits each year, and conducts everything from simple eye exams to specialized treatments for serious illnesses. The 487-bed hospital offers patients and families the much needed comfort and convenience during their stay, and is committed to providing the highest level of care for children.

Bella Sara Expands into Accessories

Bella Sara has partnered with Berkshire Fashions, Inc. for a new line of Bella Sara-branded accessories. Berkshire Fashions will design and produce headwear, cold-weather accessories, hats, scarves, hosiery, slipper socks, raingear, and packaged panties that will feature Bella Sara’s positive messages and beautiful imagery.

Recently, Bella Sara launched a sleepwear line with licensee, Bees and Jam, LLC, and a toy line with JAKKS Pacific.

Bella Sara Debuts New Sunflowers Set has launched the Sunflowers series, the first journey to find a lost herd of horses. Fans join Emma and friends in a search for the magical Sunflower Herd, unlocking new adventures by using the secret codes.

The new Sunflowers set includes 55 collectible cards and secret codes. As the codes are activated, girls can nurture horses in their stables, earn horseshoes to spend at the Bazaar, and receive gifts that can help in their search for the Sunflower Herd. In the double card packs, girls will also find rare collectible animated cards.
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Hidden City Games Joins ASTRA

Hidden City Games, Inc., publisher and worldwide licensor of Bella Sara, has joined the American Specialty Toy Retailing Association (ASTRA). Bella Sara products are available at several independent retailers, equestrian stores, at, and at other retailers such as Target, Wal-Mart, and Toys “R” Us.