Licensing for Bella Sara heads back in-house

Global licensing efforts to now be handled by George Stetar at Hidden City Games.
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Equestrian brand Bella Sara is moving all its global licensing efforts in-house.

VP of international business, licensing and merchandising, George Stetar, will now be handling the brand, looking to grow it both domestically and internationally.

ITV Global Entertainment previously looked after Bella Sara in the UK.

"Managing our licensing efforts in-house gives us the ability to move at greater speed, while allowing for better integration with our other initiatives," said Dell Monson, senior director of marketing for North America at Hidden City Games.

"Stetar will not only help us achieve our goal of expanding our brand in the stationery and clothing business, but he will also add more licensing agreements that will share Bella Sara's inspirational and empowering messages with children across the world."

Recent licensing deals in the US include Waterbury Garment for children's sleepwear and intimate apparel, plus Jakks Pacific for toys.

International agreements include Giochi Preziosi as the pan-European toy partner and The Cookie Company for European apparel lines.


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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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