SEATTLE, WASH. (February 3, 2010) – Today, Hidden City Games announced 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.

"Our new corporate identity better reflects our expanded mission,” said Peter D. Adkison, CEO of Hidden City Entertainment. “We are excited about further growing the Bella Sara brand, especially through licensing, and look forward to the launch of our much awaited boys collectibles line.”

Hidden City Entertainment began as Hidden City Games in March of 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, one of the most successful horse properties developed for girls ages 5 to 12.

Based on a mythical storyline featuring magical horses, Bella Sara appeals to girls and parents alike with its uplifting, positive messages and muse-like inspiration. The interactive website, BellaSara.com, continues the storyline with online games and characters that can be unlocked using secret codes that are included with Bella Sara cards and licensed products.

Available online and at over 65,000 points of sale, Bella Sara products are sold in 20 countries to mass-merchandisers, independent specialty toy and game/hobby boutiques and kiosks. Major US retailers include Wal-Mart, Target, Toys R Us and Amazon.com. Internationally, Bella Sara is sold through Hidden City Entertainment’s international distribution partners into various sales channels.

For more information, visit www.hiddencityentertainment.com, or email the company at info@hiddencityentertainment.com.

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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 publisher of Bella Sara™, a mainstream international entertainment property for girls ages 5 and up. 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, visit www.hiddencityentertainment.com.

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 or johanna@hiddencityentertainment.com