SEATTLE (October, 2006) Peter D. Adkison, the man who brought trading-card games including Pokémon and Magic: The Gathering to the United States introduces the US and Canada to Bella Sara trading cards, a European phenomenon created to promote a healthy self-image to girls ages five and up through whimsical illustrations of horses and positive, inspirational sayings. Bella Sara is already a smash hit in Scandinavia with over 6 million cards sold since September, 2005.

Inspired by her daughter’s love for horses, creator and former social worker Gitte Odder Braendgaard brought Bella Sara to life to offer a fresh dose of optimism and goodwill in a sometimes cynical world. Each Bella Sara card features an uplifting message for girls.

For example, one trading card featuring a white horse named Dynamo, says, “Believe in yourself. Have confidence in what you do.” Another card, featuring a white horse named Rose, reads, “Listen to your dreams. What they tell you is important.” A black-and-white spotted horse named Nanna carries the statement, “Think positively. Your happy thoughts will grow.”

“My son was a big fan of Pokémon and Magic: The Gathering trading cards, but there was nothing for my daughters,” said Braendgaard. “Bella Sara trading cards are for girls and they help the children identify with positive thoughts and feelings,” continued Braendgaard, who was approached by Adkison about bringing Bella Sara to the United States and Canada.

“We are honored to be trusted to bring this socially conscious, imaginative game to the United States and Canada,” said Adkison, CEO of Hidden City Games and former CEO of Wizards of the Coast, which he sold to Hasbro for nearly $500 million. “In a market that is saturated with products that send young girls mixed messages about beauty and self-assessment, it is personally rewarding to be selling a product that uniquely addresses self-esteem and endeavors to have a long-term positive impact on girls,” said Adkison, who has worldwide rights to the Bella Sara brand.

Bella Sara trading cards, which can be collected or used in easy-to-learn card games, also include unique codes that enable girls to activate, care for and play with virtual horses online at www.bellasara.com. There is no cost whatsoever to use the interactive website. To make sure girls enjoy Bella Sara online in moderation, the company limits access to one hour of online play per day.

The manufacturer’s suggested retail price for a pack of cards is $1.99. Each pack includes one rules card and five random horse and/or special energy cards, which feature horse tack such as saddles and bridles, and are used to assist in caring for virtual horses and to unlock additional games and features on the website.

Bella Sara is available at Blockbuster, Jewel-Osco, Kmart, The Kroger Co., Safeway, Target, Toys R Us, Wal-Mart, and 7-Eleven stores across the United States. New card sets will be
introduced every three months. Release into additional markets will follow the U.S. and Canadian rollout.

About Hidden City Games, LLC

Bella Sara is available in the United States and Canada through an exclusive license with Hidden City Games, LLC, a privately held company headquartered in Seattle, Washington. The mission of Hidden City Games is to bring to market games designed to interactively engage players of all ages. Hidden City Games brings together a highly experienced team of industry management, including founders Peter D. Adkison, CEO and formerly founder of Wizards of the Coast, Inc.; Jesper Myrfors, chief creative officer and original art director for Wizards of the Coast’s game Magic: The Gathering; and Paul Peterson, currently HCG’s vice president of Research and Development, previously on the R&D team for Magic: The Gathering. Under Adkison’s leadership, Wizards of the Coast created an entirely new genre of games with the release of the world’s first trading-card game, Magic: The Gathering, which was published in 13 languages and is loved by millions of players worldwide. Adkison grew Wizards to a multimillion-dollar company before selling it to Hasbro in 1999 for nearly $500 million. HCG’s first product, Clout, the chip-throwing game, was launched in September 2005. Clout, which combines strategy, dexterity and imagination, features fantastic creatures printed onto poker-size chips that players toss onto any flat surface during head-to-head competition. Players must merge strategy and tactics with physical skill to score points and edge out their opponents. Clout appeals to kids and adults the world over, age eight and up.

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Media Contact:
Eric Schwartzman/Jennifer Dekel
Schwartzman & Associates, Inc.
t. (310) 446-8310
m. (310) 463-4026


Sales & Distribution Contact:
Sean Lashgari
United States/Canada Sales
Hidden City Games
(425) 387-3315
sean@hiddencitygames.com