Sep 27, 2010

Hidden City Entertainment, Inc. Announces Licensing Partnership with Edizioni Play Press S.r.l.

Seattle, WA –Hidden City Entertainment, Inc., the rights holder for Bella Sara™, announces a licensing partnership with Edizioni Play Press S.r.l. to produce high quality, trend-conscious products that offer outstanding consumer value.

The new license will see Edizioni Play Press S.r.l. taking major horses, characters, and friends from the Bella Sara brand and transforming them into activity/coloring books, magic coloring albums, Stak Attak, Storie Adesive, tattoos, crosswords, and shopper bags. The collection is expected to be available in Italy in early 2011.


”The beautiful artwork of the Bella Sara brand is one of the most popular aspects of this property,” stated George Stetar, Senior Vice President of Licensing and International Business for Hidden City Entertainment, Inc. “This is the perfect partnership for our brand and other licenses in the Italian market.”

Available online and at over 65,000 points of sale, Bella Sara products are sold in 27 countries to mass-merchandisers, independent specialty toy and game/hobby boutiques and kiosks. Major U.S. 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 e-mail the company at publicrelations@hiddencityentertainment.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 entertainment property. Since its introduction, Bella Sara has broadened its family of products from trading cards and a virtual world (BellaSara.com) to DVDs, toys, books, video games, arts and crafts, games and puzzles, apparel, and back-to-school items in the North American and international markets. Select Bella Sara products include secret codes that expand girls’ imaginations with play while unlocking a magical experience into the world of North of North. By entering secret codes at BellaSara.com, girls can discover the world through fun games, adventures, and adopting their own horse.

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. Select 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, and back-to-school. For more information, visit www.hiddencityentertainment.com.