ITALY: Teamworks to represent Bella Sara

Firm to look after licensing activities in the territory for ITV Global Entertainment property.
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Milan-based Teamworks will be representing the popular girls' brand Bella Sara in Italy after striking a deal with ITV Global Entertainment.

The firm will exclusively look after the Italian market in all product categories including toys, clothing, accessories, back to school, stationery and publishing.

"We are certain that the children and Italian teenagers will fall in love with Bella Sara and its world of fantastic horses," said Maria Romanelli, VP at Teamworks. "This will guarantee the success of the products tied to this new international brand that will have interesting evolutions; a television project is already on its way. Many negotiations are in progress with important Italian companies."

Bella Sara - which was created in 2005 by Danish Conceptcard and produced by the US-based Hidden City Games - has already proved a big international success. So far, 50 million cards have been sold in 240 countries, with the registered website visitors hitting over two million.

In Italy, the first trading cards released last summer, with this month seeing the launch of new collection, Baby Bella. Books from Harper Collins, partworks by Hachette and a video game from Codemasters are also on the way.


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It notched up over $25 million in retail sales in 2010, and now Hidden City is expanding Bella Sara into new territories. We get the lowdown.

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