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Kidz Entertainment / EEMC has been appointed to represent Bella Sara, the highly successful collectable trading card and interactive online property for girls, by ITV Global Entertainment licensing agents for the brand. Each Bella Sara trading card bears a unique code which is registered online to produce a virtual horse which can be nurtured and played with. The current number of worldwide users of the Bella Sara website is more than 3.7 million, with the average time spent on line a staggering 55 minutes. Since Bella Sara’s launch last year in the UK, US and Europe, followed by a Latin American launch in Spring 08, more than 50m cards have been sold worldwide and 19.8 million horses have been activated through the website. Originally created in Denmark by Gitte Odder Brændgaard for her daughter, Bella Sara trading cards promote a healthy self image for girls aged 7-11 with every card having an inspirational message. Bella Sara has been developed and extended by Hidden City Games, founded by Peter Adkison who previously founded Wizards of the Coast. Hidden City Games publishes the trading cards and is continuing to develop the cards and website online interative elements together with Brændgaard’s company Conceptcard. The Bella Sara world is populated by hundreds of beautiful horses and the main characters are Bella, a magical horse owned by Sara, the child goddess, and Emma, a young human destined to re-establish the line of magical horses. Bella Sara is inspired by Nordic mythology and its spirit is one of positive messages, imagination and joy where horses are prominent. Strong investment and ambitious plans are in place to establish Bella Sara as a top five must-have brand for girls, through licensing, entertainment and a rich virtual world online. Kidz Entertainment / EEMC will drive a licensing and marketing campaign through the Nordic (and list of specific Eastern European) territories, starting in 2009 and building through 2010. CEO Anna Lisa McBride says: “This is a property steeped in horses, fantasy and nurturing play. 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 Ltd adds, “We are delighted to have appointed Kidz Entertainment / EEMC as our agents in Scandinavia, the home of Bella Sara. Since KidZ integrated with EEMC - the leading agency in Eastern Europe - they have become a powerhouse agency capable of implementing integrated and strategic roll out for major kids’ brands across these key European markets. We are confident that the exceptional success of this horse themed brand for girls will continue to develop rapidly in these key markets.” |
