Granada Ventures has drafted in three global licensing partners for its equestrian-based property Bella Sara.
HarperCollins has come on board as the company's worldwide master publishing licensee, Codemasters has been appointed as video games publisher for the world (excluding Scandinavia) and Sababa Toys is the master toy licensee in all English speaking world territories.
Bella Sara is aimed at five to 12 year-old girls and has already sold over 40 million trading cards worldwide since its debut in 2007. Each card features a fairytale-like illustration of a horse along with an inspirational message. A unique code on each card activates a virtual horse that can be cared for online.
The HarperCollins deal covers all publishing formats, including story and activity books, novels and annuals.
Codemasters will launch the brand into the video games market, rolling out titles for the Nintendo DS handheld and PC in time for Christmas. Players will be able to ride, care for, accessorise and trade the horses with friends, while discovering secret items and exclusive cards to activate on the official website.
Finally, Sababa will develop a comprehensive toy line, including collectable miniature horses, five-inch figurines, plush and games, likely to hit retail this autumn.
"Due to the phenomenal success of this unique brand we've managed to attract high calibre licensees to form the cornerstone of our licensing programme," said Melanie Beer, head of licensing at Granada Ventures. "We're delighted to be working with HarperCollins, Codemasters and Sababa Toys and will work together to maximise the huge global sales potential for Bella Sara branded products at retail."
Paula Miller, VP of licensing at Granada Ventures USA, added: "These exciting agreements mark just the beginning of Granada Ventures brand-based product line for Bella Sara. We will continue to seek leading partners to develop other key categories including apparel, accessories, greeting cards and stationery for this uniquely special property for girls."