Hidden City Games is in Booth #6039 at the American International Toy Fair in New York

SEATTLE (February 2007) — Hidden City Games announced today the debut of its Bella Sara Second Series--expanding on the existing set of trading cards and online world, which feature images of horses and inspirational sayings that promote “inner beauty” and healthy self-image. Bella Sara Second Series introduces an additional element of fantasy to the world of Bella Sara—with horses that swim, fly, and exhibit other whimsical traits.

 

“Bella Sara Second Series brings an element of magic that expands the world into the realm of fantasy and captures young imaginations,” said Peter Adkison, CEO of Hidden City Games and former CEO of Wizards of the Coast. “We just had our best sales day in the history of the company at the Nurnberg Toy Fair, with very strong advance orders in France and Italy, as well as commitments for launches in Belgium, the Netherlands, Germany, Switzerland, Australia, South Africa, the Czech Republic, and Spain. We anticipate a similarly enthusiastic response as we expand in North America.”

 

Hidden City Games is poised to capitalize on the brand’s success in major North American test markets by rolling out nationwide distribution and advertising starting in March, 2007. The cards are sold through retailers that include Blockbuster, K-Mart, Target, Toys ‘R’ Us, and Wal-Mart, as well as local hobby and equestrian stores. More than 6 million cards have been sold in Scandinavia, the game’s market of origin, since 2005.

 

In addition to the new Second Series cards, award-winning website development company Cricket Moon is updating the Bella Sara website (www.bellasara.com) with new “nurturing” environments for the fantasy horses and improvements to the existing horse stalls—where children can “tend” to their online horses. For example, when players interact with swimming or flying horses, they will tend to air and aquatic stables in ways that are completely consistent with—and unique to—these environments.

 

Steve Conard, CTO of Hidden City Games, commented, “Cricket Moon was our first choice as a development partner because of their exceptional understanding of children’s entertainment properties and their ability to craft consistently high quality games and interactive experiences. We couldn’t think of a better company to collaborate with on Bella Sara.”

 

Hidden City Games is updating the site to feature ongoing content features and articles; online diaries allowing players to submit and keep their own entries; and community features allowing players greater interaction with their friends through e-cards and friends’ lists. Expanded site-wide elements will also include puzzles, online coloring books, and printable activities.

 

“What we really are trying to do is create a special and safe online environment for kids who love horses” noted Wanda Gregory, executive producer for the Bella Sara website

 

Adkison—who introduced the trading card game category to North America by distributing Pokémon and publishing Magic: The Gathering—licensed Bella Sara for worldwide distribution when he discovered the cards from Denmark. Inspired by her daughter’s love for horses, Danish social worker Gitte Odder Braendgaard created Bella Sara to help give young girls a means to accept and express their feelings at an early, important developmental stage.

 

Bella Sara trading cards can be collected or used in easy-to-learn card games. Each card pack includes one activity card and five random horse and/or energy cards. The cards can be used to unlock additional games and features at www.bellasara.com. There is no cost to use the interactive website. New expansion sets will be introduced approximately every three months.

 

 

Hidden City Games, LLC is a privately held company headquartered in Seattle, Washington and is the exclusive licensor of Bella Sara for worldwide distribution outside of Scandinavia. The company is headed by an experienced executive team, including founder and CEO Peter D. Adkison, who formerly founded Wizards of the Coast, Inc.; Jesper Myrfors, chief creative officer and original art director for Magic: The Gathering; and Paul Peterson, HCG’s vice president of research and development, who was 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 Magic: The Gathering, which was the world’s first trading card game, published in 13 languages and loved by millions of players around the world. Additionally, Adkison introduced Pokémon trading cards to North America and reinvigorated the hugely popular Dungeons & Dragons brand after acquiring it from TSR. Adkison grew Wizards into a multimillion-dollar company before selling it to Hasbro in 1999 for nearly $500 million.

 

For more information on the Bella Sara brand, including images and video, please visit http://pressroom.bellasara.com

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

© 2007 Hidden City Games, LLC. 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, LLC, in the U.S.A. and elsewhere. www.hiddencitygames.com