***MEDIA ADVISORY for Tues., Oct. 2, 2007 at 11:40am ET***

WHAT: 

Just in time for the holidays, internationally acclaimed Bella Sara horse-themed trading cards and online world for girls reveals the latest edition to their line of self-esteem boosting stocking-stuffers.  Each Bella Sara card features a whimsical image of a horse, a code to unlock the horse online for games and puzzles, and a self-esteem inspiring message that encourages pro-social dialog between children, parents and teachers.  In addition to showing off the theme and specific horses included in the latest Bella Sara series, attending members of the press will be the first ones to take home card packs before they hit the stores, receive product samples from prior Bella Sara series and other surprises.

WHEN: 

Tuesday, Oct. 2 at 11:40am ET

WHERE: 

Toy Wishes Preview 2007 at Jacob K. Javits Center – Booth 101

NOTES: 

Inspired by her daughter’s love for horses, Danish social worker Gitte Odder Braendgaard developed Bella Sara to encourage young girls to accept and express their feelings at an important developmental stage.   A hit in Scandinavia, the trading cards were brought to Europe and North America by Peter D. Adkison, CEO of Hidden City Games, who founded Wizards of the Coast in 1990 and built it to 2000 employees and over $600 million in annual revenues before selling it to Hasbro in 1999 for nearly $500 million.  Adkison’s Hidden City Games is marketing Bella Sara trading cards and online world for girls internationally.  Adkison is also credited with publishing Pokemon trading cards and Magic: The Gathering trading cards, two of the most successful trading card franchises in the history of the category.

AWARDS: 

“Seal of Approval,” National Parenting Center
“Seal of Excellence,” Creative Child magazine
“07 Excellent Product” and “07 Outstanding Product,” iParenting Media
“Best Product,” Dr. Toy.

RSVP: 

Jonathan Zaleski
Schwartzman & Associates, Inc.
jzaleski@schwartzmanpr.com
(310) 569-0153