SEATTLE, Wash. (February 11, 2010) – Hidden City Entertainment, Inc., rights holder of the Bella Sara™ brand, is pleased to announce the expansion of the Bella Sara toy line from leading toymaker and Bella Sara licensee, JAKKS Pacific. JAKKS’ new assortment of Bella Sara Magical Horses brings Bella Sara’s magical world of horses to life, and is now available at retailers nationwide.

JAKKS’ collectible Bella Sara figures feature a variety of the most recognizable horse characters for the avid collector. The key items in the spring line-up include the Bella Sara Magical Horse collection, complete with secret codes for additional play at BellaSara.com. Each code will unlock exciting adventure games and allow girls to discover the magical online world of North of North. The secret codes found in the JAKKS single horse toys contain exclusive adventures that cannot be found in any other Bella Sara products. To complete the fun, girls can play with their Magical Horse figures with the Bella’s Ball Playset!

Also included are the beautiful Mom & Baby figures. Equipped with magnetic noses, these mom and daughter horses can share sweet kisses with one another. Mom & Baby figures are available in a variety of styles including the brand’s namesake horse Bella and her daughter Bellissa.

“We are pleased with the early response to this magical line of Bella Sara horse figures and that we’re now able to offer fans the complete line at more retailers nationwide,” commented Jennifer Richmond, senior vice president, licensing and media, JAKKS Pacific. “We think horse collectors and fans of the property will love the adorable features such as the tenderly nuzzling Mom and Baby figures, and vibrant colors and decoration of the figures that bring the horses of Bella Sara to life.”

First introduced to the North American market in 2007 by Hidden City Entertainment, Inc., Bella Sara quickly expanded into an international children’s entertainment property. Since its introduction, Bella Sara has widened its family of products from trading cards and an online world (BellaSara.com) to DVDs, toys, books, games, puzzles and more through various licensing agreements.

New Bella Sara Magical Horses are available at Shop.BellaSara.com, Target, and in the trading card aisle in select Wal-Mart stores. The products will soon be available at Toys “R” Us. For more information on Bella Sara products and availability, visit BellaSara.com.

About Bella Sara™

Bella Sara™ is a magical world of horses where girls can expand their imaginations through play. Originally launched in Denmark by Gitte Odder Braendgaard, Bella Sara inspires and empowers girls with positive messages and the magic of North of North. First introduced to the North American market in 2007 by Hidden City Entertainment, Inc., Bella Sara quickly expanded into an international children’s entertainment property. Since its introduction, Bella Sara has broadened its family of products from trading cards and a virtual world (playable at BellaSara.com) to DVDs, toys, books, video games, arts and crafts, games and puzzles, apparel, back to school items and more in the North American and International markets. Select Bella Sara products include secret codes that expand a girl’s imagination with play while unlocking a magical experience into the world of North of North at BellaSara.com. By entering secret codes at BellaSara.com, girls can discover the world through fun games, adventures and activities, while adopting their own horse and more!

About Hidden City Entertainment

Hidden City Entertainment, Inc., a venture-backed game publisher headquartered in Seattle, Washington, develops and markets games to interactively engage players and collectors of all ages. The company is best known as the rights holder of the Bella Sara™ brand, a mainstream international entertainment property for girls ages 5 to 12. The inspirational, magical horse-themed brand with an expanding product line and online world was originally launched in North America in March of 2007 and was taken globally shortly after. Bella Sara products contain secret codes to unlock a magical world of horses, at a safe, fun-filled virtual world at BellaSara.com. Its family of products includes trading cards, toys, books, DVDs, video games, arts and crafts, games and puzzles, apparel, back to school, and more. For more information on their product lines, visit www.hiddencityentertainment.com.

About JAKKS Pacific, Inc.

JAKKS Pacific, Inc. (NASDAQ: JAKK) is a leading designer and marketer of toys and consumer products, with a wide range of products that feature some of the most popular children's toy licenses in the world. JAKKS’ diverse portfolio includes action figures, electronics, dolls, dress-up, role play, Halloween costumes, kids furniture, vehicles, plush, art activity kits, seasonal products, infant/pre-school, construction toys, and pet toys sold under various proprietary brands including JAKKS Pacific®, Creative Designs International™, Road Champs®, Funnoodle®, Go Fly a Kite®, JAKKS Pets™, EyeClops®, Plug It In & Play TV Games™, Girl Gourmet™, Kids Only!™, Tollytots® and Disguise™. JAKKS is an award-winning licensee of several hundred nationally and internationally known trademarks including Disney®, Nickelodeon®, Warner Bros.®, Ultimate Fighting Championship®, Hello Kitty®, Graco® and Cabbage Patch Kids®.



Media Contacts:

Ashley Eggert (Dittoe PR for Bella Sara) – 317.202.2280 X 15 or ashley@dittoepr.com

Johanna Wender (Hidden City Entertainment, Inc.) – 206.315.5622 johanna@hiddencityentertainment.com

Janis VanTine (JAKKS Pacific) – 310-455-6331 or janisv@jakks.net