The Bella Sara Company emerges

Equestrian property parts company with Hidden City Entertainment.
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After five years with Hidden City Entertainment, the horse-themed Bella Sara property will move forward with Denmark-based game publisher, Conceptcard.

The Bella Sara Company will be led by George Stetar, former SVP of international business and licensing at Hidden City Entertainment. His role at the new firm will be global rights manager.

Peter Adkinson at Hidden City, which has developed the popular brand since 2006, will continue to consult with Conceptcard during the transition.

"It's been a wonderful five years with Peter and his team at Hidden City Entertainment," said Gitte Braendgaard, creator and director of Conceptcard. "Working closely with Hidden City in developing such a beautiful property worldwide has been an honour and a pleasure.

"As owners of The Bella Sara Company, my husband, Henrik Heindorf and myself, are excited about moving forward with the new company and its team of former key staff members from Hidden City."

The Bella Sara Company now plans to release the new miniature collectables - Bella Sara Chibis - later this summer, as well as the Winter Festival trading card game in the autumn across several countries.


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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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