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Kids Turn Toy News

Baby Bella Bella Sara™ Trading Cards and Online Site Celebrate the Arrival of New Baby Bella Series

The Addition of Babies Further Enhances the Family Values Theme of the Hugely Popular Bella Sara Community

SEATTLE --(Business Wire)-- Oct 02, 2008 Just like all expectant mothers, the mares of North of North eagerly await the arrival of their new foals. On October 7, the magical world of Bella Sara horses will expand with the debut of Baby Bella — new trading cards featuring the babies of the wildly popular Bella Sara horse family. Like all of the collectable Bella Sara trading cards, Baby Bella cards can also be brought to life online in Bella Sara’s virtual playground for kids.

Bella Sara, the most successful trading card product ever developed for girls, features horse-themed fantasy cards that offer positive, inspirational messages. Each card, purchased in packs of seven, includes a unique code that activates a virtual version of the horse pictured on the card at the Bella Sara website. Bella Sara taps into young girls’ love of horses and offers them the ability to nurture their virtual horses in their online stables, read stories and play games featuring horses. Bella, the icon of the brand, is a legendary horse in North of North and also appears as a teacher nurturing the young foals.

Adding babies to the Bella Sara family follows on the hooves of the June launch of the Bella Sara Magical Friends card set, in which more than 70 whimsical, lifelong companions were introduced and paired with Bella Sara horses.

“Babies make our Bella Sara families complete and give our young fans a much broader game experience,” said Peter D. Adkison, CEO of Hidden City Games, a leader in online gaming. “Expanding the Bella Sara world to include Baby Bella characters enriches the storyline and allows kids to further explore the rich and growing fantasy land of North of North while also conveying strong family values,” he said.

The online world of Bella Sara at boasts more than 3.2 million registered users and offers interactive stables, games, puzzles, coloring pages, storybooks and customizable cottages. Over 55 million cards have been sold since the game’s introduction in North America two years ago.

Bella Sara was created in Denmark by Gitte Odder Braendgaard. Braendgaard was inspired to create Bella when she worked as a social worker, caring for mentally disabled young people. In keeping with Braendgaard’s positive values and love of children, Bella Sara features inspirational, meaningful messages and imagination-building game play designed to support girls’ development.

The new Baby Bella collection includes a total of 129 new cards: 80 regular horse cards consisting of 22 parent cards, 48 foals and 10 teachers; 37 shiny horse cards; and 12 regular toy cards. Parent cards depict the mother and father horses from past series, foal cards show their beautiful offspring and teacher cards reveal the caretakers that help the foals learn and grow. For the first time, fans can collect and activate each member in a horse family and earn special online rewards.

Baby Birthday Party

On November 6th, Hidden City Games, publisher of Bella Sara, is kicking off a celebration of the launch with a 10-day promotion. The website will introduce Bella’s new baby and daily gifts for Bella Sara fans. The foal’s gender will remain a secret until the launch of the promotion, when kids will be able to download the foal for a limited time. In addition, website visitors can download some of the babies’ birth certificates, read Bella’s journal and other parents’ stories and have access to special pass along codes that change daily.

There will also be a contest, in which winners from various age groups will win Bella Birthday packages consisting of decorations and special guest goody bags, as well as full sets of Bella Sara merchandise and accessories.

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

Baby Bella Card Packs will retail for $2.99 each, making them an ideal stocking stuffer for the holidays. The entire Bella Sara collection is available throughout North America at Barnes & Noble, Blockbuster, Borders, Justice for Girls, Kmart, Target, Toys “R” Us and Wal-Mart stores, as well as at regional chains, booksellers and toy, hobby and equestrian shops.

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About Hidden City Games:
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 for girls ages 7 and up. The inspirational, horse-themed trading cards and magical online world launched nationwide in the United States in March of 2007. Bella Sara, the most successful trading card product ever developed for girls, links to a safe, fun-filled virtual world for kids at 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 Pokemon trading card phenomenon to North America. Hidden