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.

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.

Hidden City Signs Deal for Bella Sara Plush Toys in France

Hidden City Entertainment, Inc., has brokered a deal with licensing agent Francoise Bouvet of M.J.A. Licensing. The deal, for France, will allow Gipsy S.A.S. to produce a range of Bella Sara-branded plush toys, including the brand’s namesake horse, Bella.  Each plush toy will include a secret code, that when activated at, will unlock a digital object. The first round of plush toys is set to launch this fall in France.

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.

Hidden City Changes Name


As Hidden City Games expands its children’s brands and licensing divisions, the company announces that its name has officially changed to Hidden City Entertainment. As the company continues to expand its various children’s brands and licensing division in North America and internationally, the change in name better encompasses the new goals and objectives for the company as it moves forward in 2010 and beyond. Hidden City Entertainment began as Hidden City Games in March 2007 and is a global developer of original and licensed children’s entertainment content and products. The company is best known as the worldwide master licensee of Bella Sara.