Equestrian brand Bella Sara was originally launched in Denmark by Gitte Odder Braendgaard, before being introduced to North America in 2007 by Hidden City Entertainment. What started off as a horse-based trading card game and virtual world aimed at girls has expanded into an international entertainment property.

There are over 50 licensees which cover a wide range of product from toys, books and apparel, through to home décor, stationery, back to school, publishing and games.

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