Bella Sara(TM) Trading Cards and Online World for Girls Blend Mythology and Self-Esteem Business Wire

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Spread your joy around for all to share.

for Hidden City Games, Inc.Schwartzman & Associates, Inc.Jonathan Zaleski,

Stuff a little empowerment in your daughters stocking this holiday season. Use mythology to capture her imagination and teach important life lessons in a fun way,said Peter D. Adkison, CEO of Hidden City Games.In a world with so many products that make physical appearance central to playtime, Bella Sara makes it fun for girls to develop their inner beauty.

Inspired by her daughters love for horses, Danish social worker Gitte Odder Braendgaard developed Bella Sara to encourage young girls to accept and express their feelings and avoid investing too much of their identities in their physical appearance at an important developmental stage. Since their U.S. debut last year, Bella Sara trading cards and online world for girls have received numerous awards from child development and parenting authorities, including theSeal of Approvalfrom the National Parenting Center, theSeal of Excellencefrom Creative Child magazine, the2007 Excellent Productand2007 Outstanding Productdesignations from iParenting Media and theBest ProductsSpring 2007award from Dr. Toy.

The new Bella Sara Ancient Lights card set consists of72 cards total, including 45 regular horse cards, 17 extra-rare,shinyfoil horse cards and 10 rare energy cards. The energy cards, representing relics of a bygone age such as Aphrodites Gown and Apollos Lyre, will be used to enhance the online experience. Each foil flow-wrapped Ancient Lights card pack costs $2.99 and contains seven random horse and/or energy cards that can be collected and traded or used to play Bella Sara card games.

Bella Sara Ancient Lights adds to the growing worldwide Bella Sara trading card phenomenon among girls ages 5 to 12 and collectors of all ages. A runaway hit in its native Scandinavia and brought to the rest of the world by Hidden City Games, Bella Sara is one of the hottest newgames for girls.

Be yourself, be free, and allow others the same freedom.

)–Just in time for the holidays comes a fun stocking stuffer that also boosts self-esteem. Bella Sara unveils the new Ancient Lights card set, the latest addition to its internationally acclaimed, horse-themed trading cards and online world for girls.

Have the courage to trust yourself.

for Hidden City Games, Inc.Schwartzman & Associates, Inc.Jonathan Zaleski,

Playing off of the life lessons inherent in mythology, the new Ancient Lights card set features fantastic horses inspired by Greek and Roman legends such as Nike,the Greek goddess of victory; Athena, the Greek goddess of wisdom; Venus, the Roman goddess of love; and Juno, queen of the Roman goddesses. Each card features a different, fantasy-based illustration of a horse and an empowering affirmation that promotes healthy self-reflection through positive reinforcement.

Ancient Lights is the highly anticipated follow-up to the Bella Sara Northern Lights card set, which featured Norse and Celtic mythology and was released earlier this year. The new series will be available in mid-October in major retailers across North America, including Blockbuster, Kmart, Target, ToysRUs and Wal-Mart, as well as in regional chains, bookstores, and toy, hobby and equestrian shops.

After the success of Bella Sara Northern Lights cards at our stores, we expect great things for the new Ancient Lights series this holiday season,said Scott W. McCauley, vice president of marketing for Vintage Sportscards, Inc., category manager for Blockbuster, Kmart and ToysRUs.Bella Sara cards are going to be a hot stocking stuffer for girls this year.

Use your life to create, be joyful, and celebrate!

Adkison also published Pokemon trading cards and Magic: The Gathering trading cards, two of the most successful trading card franchises in the history of the category.

The new Ancient Lights card set features self-esteem-boosting messages paired with fantastic illustrations of horses inspired by Greek and Roman mythology. As with all Bella Sara cards, each horse in the Ancient Lights card set can be activated online at a child-friendly website that features horse dress-up, jumping, and riding games, plus puzzles, coloring books, interactive storybooks and much more.

Hidden City Games, Inc., is a privately held company headquartered in Seattle, Washington and is the exclusive licensor of Bella Sara for worldwide distribution outside of Scandinavia. The company is headed by an experienced executive team, including founder and CEO Peter D. Adkison, who formerly founded Wizards of the Coast, Inc.; Jesper Myrfors, chief creative officer and original art director for Magic: The Gathering; and Paul Peterson, HCGs vice president of research and development, who was previously on the R&D team for Magic: The Gathering. Under Adkisons leadership, Wizards of the Coast created an entirely new genre of games with the release of Magic: The Gathering, which was the worlds first trading card game, published in 13 languages and loved by millions of players around the world. Additionally, Adkison introduced Pokemon trading cards to North America and reinvigorated the hugely popular Dungeons & Dragons brand after acquiring it from TSR. Adkison founded Wizards of the Coast in 1990 and built it to 2,000 employees and over $600 million in annual revenues before selling it to Hasbro in 1999 for nearly $500 million.

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