Bella Sara Breaks into Toy Game for Holidays; Expands Distribution

Bella Sara, a horse-themed collectible card game and virtual world for girls, has announced the release of plush horse toys accompanied by cards and activation certificates to be taken online. We first reported on Bella Sara when its parent company, Hidden City Games received  $15 million in Series B funding and then again when we spoke to the company about its plans to move in more of a virtual world direction. Of the cards, Producer Wanda Gregory told VirtualWorldsNews.com that  "The tactile quality of having the cards is very strong with girls. We've watched girls play with them and organize them, and then the fact that they can take them online and nurture their horse is very powerful." That tactile quality just got stronger.

“Bella Sara has really struck a chord with girls everywhere and continues to grow, so we are excited to once again expand the Bella Sara universe and offer another way for girls to play with their favorite horses,” said Peter D. Adkison, CEO of Hidden City Games. “Girls can now hold and hug their favorite Bella Sara horses this holiday season while they experience a magical, virtual world.”

Beginning this month the four models will be available for a suggested price of $12.99 at Target, Toys “R” Us, and Wal-Mart, as well as at regional chains, bookstores and toy, hobby and equestrian shops.

At least one buyer thinks this is a holiday trend.

“This is a great time to introduce stuffed Bella Sara horses, as plush toys with online activations will continue to be popular gifts this holiday season,” said Scott W. McCauley, vice president of marketing for Vintage Sportscards, Inc., category manager for Blockbuster, Kmart and Toys “R” Us.

The company also announced that it has secured distribution through Tween Brands, Inc, providing for in-store sales and sampling in hundreds of Limited Too and Justice with  promotional support in both brands magazine catalogs, which reach 6.3 million girls. Bella Sara holiday tins, plush toys, card packs and an exclusive Bella Sara card will be available starting in mid-November.

Three other exclusive cards will be available at Target, Wal-Mart, and Toys "R" Us. Each store will have its own card. Putting cards and toys in major retailers has brought a lot of success for worlds like Habbo Hotel and those owned by Nexon. This seems like a move by the stores in the other direction. Rather than using the stores' shoppers to bolster the world, the stores are betting that exclusivity will bring the world's customers to their stores.

 

Bella Sara has sold over  30 million cards and has more than 1 million registered users from 240 countries.