SEATTLE (November 27, 2007) — Bella Sara™, the collectable, horse-themed trading cards and online world for girls, today revealed that Wal-Mart, Toys “R” Us and Target will each have its own extra-rare “shiny” Bella Sara card included in limited-edition Bella Sara gift packages on sale in the United States this November — just in time for the holiday season. A special fourth horse will be available in Bella Sara gift packages sold at other Bella Sara retailers.

The announcement comes on the heels of Hidden City Games’ report that over 30 million Bella Sara cards have been sold worldwide and the Bella Sara online world at www.bellasara.com has accumulated more than 1 million registered users from across 240 countries.

“It is fantastic that Wal-Mart, Toys “R” Us, Target and many of our other retail outlets in the United States have come together to support Bella Sara in such an exciting way this holiday season,” stated Peter D. Adkison, CEO of Hidden City Games, the company behind Bella Sara. “Part of the joy of trading cards, regardless of age or gender, is getting your hands on something rare with limited availability, especially as a gift.” Adkison has a long and successful history in the trading card industry as the man behind the global phenomena of Magic: The Gathering and Pokémon trading cards.

“We are thrilled to be able to offer Bella Sara fans and collectors some exclusive gift items this holiday season,” said Scott W. McCauley, vice president of marketing for Vintage Sportscards, Inc., category manager for Blockbuster, Kmart and Toys “R” Us. "Parents have the perfect gift for girls with our Bella Sara Gift Case, which has cards from each Bella Sara set and the special Zephyros ‘shiny’ card, as well as a case and portfolio to safely store and display their collections.”

Developed by Danish social worker Gitte Odder Brændgaard to encourage young girls to accept and express their feelings at an important developmental stage, each Bella Sara trading card features a fairytale-like illustration of a horse along with a positive message such as “Beauty comes from within” or “Be the hero in your own story.” These messages stimulate pro-social dialogue both among girls, and between girls and their parents and educators. Each card also comes with a code that unlocks a virtual version of that horse at www.bellasara.com, a safe, fun Web site with horse jumping and riding games, puzzles, coloring books, interactive stories and more. Both the cards and the online world strive to engage children with topics beyond looks and other superficial characteristics, focusing instead on developing each child’s inner strength and beauty.

Since its U.S. debut earlier this year, Bella Sara has received numerous awards from child development and parenting authorities, including the “Seal of Approval” from the National Parenting Center, the “Seal of Excellence” from Creative Child magazine, the “2007 Excellent Product” and “2007 Outstanding Product” designations from iParenting Media and the “Best Products — Spring 2007” award from Dr. Toy.

Look for these six unique Bella Sara products this holiday season:

Exclusive Ancient Lights Value Boxes — Each value box includes four card packs (28 cards total) from the brand-new Bella Sara Ancient Lights series based on Greek and Roman mythology, along with access to two online horses — Butterfly and Rainbow — previously available only in Scandinavia, plus one extra-rare “shiny” card corresponding to the retail outlet. Look for Serenity at Wal-Mart, Generosity at Toys “R” Us, and Mirth at Target. Zephyros will be in Ancient Lights Value Boxes sold at any of the other 17,000+ outlets across the country that carry Bella Sara. $9.99 MSRP

Bella Sara Collector Tin — This embossed tin, featuring Bella herself, contains five card packs and can be used for storing cards or knick-knacks. The card packs include one from the very rare Bella Sara First Edition, which was available only in limited markets prior to the national launch; two from Bella Sara Second Series; one from Bella Sara Northern Lights, featuring horses influenced by Celtic and Norse mythology; and one pack from the most recent release, Bella Sara Ancient Lights, with horses inspired by Greek and Roman legends. Also included in every tin is one extra-rare “shiny” Zephyros card. $9.99 MSRP

Bella Sara Gift Case — Available only at Toys “R” Us, this gift case contains one card pack each of Bella Sara Second Series, Northern Lights and Ancient Lights. It also includes a 7-inch, 4-pocket Bella Sara portfolio for displaying and protecting up to 80 cards, and one extra-rare “shiny” Zephyros card, all in a sturdy, clear plastic case. $19.99 MSRP

 
About Hidden City Games, Inc.
Hidden City Games, Inc., a venture-backed game publisher headquartered in Seattle, develops and markets tabletop and online games to interactively engage players and collectors of all ages. The company is best known as the exclusive licensor of Bella Sara, the inspirational, horse-themed trading cards and magical online world launched nationwide in the United States in March 2007. Bella Sara, the most successful trading card product ever developed for girls, links to a safe, fun-filled virtual world for kids at www.bellasara.com. Founder and CEO Peter D. Adkison formerly founded Wizards of the Coast, Inc., which created the world’s first trading card game, Magic: The Gathering, and introduced the Pokémon trading card phenomenon to North America.

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Artwork available at http://pressroom.bellasara.com/pr/bellasara/photo.aspx

Media Contact:
Jonathan Zaleski
Schwartzman & Associates, Inc.
(310) 446-8310
jzaleski@schwartzmanpr.com

Sales & Distribution Contact:
Sean Lashgari
Director of Sales, North America
Hidden City Games
(425) 387-3315
sean@hiddencitygames.com


© 2007 Hidden City Games, Inc. BELLA SARA is a trademark of conceptcard and used by Hidden City Games under license. HIDDEN CITY GAMES is a trademark of Hidden City Games, Inc., in the U.S.A. and elsewhere. www.hiddencitygames.com