Kidz Ent signs Bella Sara

Agency to represent trading card game property in Nordic and CEE territories.
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Kidz Entertainment/EEMC has been appointed to represent Bella Sara - driving a licensing and marketing campaign through the Nordic territories, starting this year and building through 2010.

Bella Sara - developed and extended by Hidden City Games and licensed out by ITV Global Entertainment - has already been a hit in several territories.

The current number of worldwide users on the official website is more than 3.7 million, with the average time spent online 55 minutes. Since Bella Sara's launch last year in the UK, US and Europe, followed by a Latin American launch in the spring, more than 50 million cards have been sold worldwide and 19.8 million horses have been activated through the website.

"This is a property steeped in horses, fantasy and nurturing play," said Kidz Entertainment CEO Anna Lisa McBride. "It's perfect for girls and its roots in mythology will be an added draw to consumers in our territories. We are thrilled to be working on an unusual property with a huge future ahead of it."

Julie Quirke, head of international licensing at ITV Global Entertainment, added: "We are confident that the exceptional success of this horse themed brand for girls will continue to develop rapidly in these key markets."


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Bella Sara

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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