Bella Sara will be an updated version of conceptcard's extremely successful existing game, which debuted in Denmark under the brand name Bella. Bella Sara combines whimsical, fantasy images of horses printed on cards, which can be collected or used in easy-to-learn game play, with an online environment that enables girls to activate, care for and play with a virtual horse. In addition to imagination-building game play, Bella Sara features positive messages designed to uplift girls and reinforces the principle that "Beauty Comes from Within."

"Conceptcard is excited to work with a game veteran like Peter Adkison, and his Hidden City Games team, to bring our Bella Sara concept to the world," noted Gitte Braendgaard, co-director of conceptcard. "Peter's experience with successful properties such as Pokemon, Magic: The Gathering and Hidden City Games' Clout game makes him a great partner for us, and we look forward to a mutually rewarding relationship."

"This agreement presents an incredible opportunity for Hidden City Games to launch Bella Sara as a major mainstream girls' brand internationally," said Peter D. Adkison, CEO of Hidden City Games. "In the six months since conceptcard launched it, Bella has sold an astounding four million-plus cards in Denmark, a country with a population of five million people. This initial success, and the universal love of girls for horses, makes us very confident in the prospects Bella Sara will have around the globe."

Hidden City Games will release Bella Sara in the United States late in 2006. In North America, sales and marketing will be conducted by Hidden City Games; in all other territories, the game will be marketed and distributed through partnerships with experienced, local game companies.