Bella Sara Timeline

On this page you can find a comprehensive timeline of Bella Sara and the major companies that created the brand. You can learn more about the history of the company here, and don't forget to check out the official Facebook page and the official website.

Below are the following companies that own/currently own the Bella Sara brand and the years they held it. The following timeline details major events and licensing agreements between Bella Sara's most notable companies including Hidden City Games and Conceptcard. Major events are in red.

1990

 * Peter Adkison founds Wizards of the Coast.

1999

 * Adkison sells Wizards of the Coast to Hasbro.

2002

 * May - Peter Adkison acquires Gen Con, LLC.

2004

 * Hidden City Games is founded by Peter Adkison to sell “Clout Fantasy” by game designer and art director Jesper Myrfors.

2005

 * July 11 - Danish company Conceptcard is founded by directors Gitte Odder Brændgaard and Peter Condrup Andersen.
 * August 8 - Poul Skaarup Villadsen joins Conceptcard as a director.
 * September - “Bella Silver” is released.
 * December - “Bella Gold” is released.

2006

 * [[file:Bella sara creators.jpg|right|thumb|From left to right: Peter Andersen, Gitte Brændgaard, Peter Adkison and Poul Villadsen.]] March 13 - Peter Adkison of Hidden City Games is introduced to Bella  at the 2006 Game Manufacturers Association at Las Vegas, Nevada.
 * March - “Bella Copper” is released.
 * March-May - Peter Adkison calls Gitte and Poul, wanting to invest in Bella. They initially turn him down, but after Peter calls again, offering to personally fly to Copenhagen to work out a contract with them, they accept.
 * June 12 - Hidden City Games signs 5-year licensing agreement with Conceptcard to create the “Bella Sara” brand which Hidden City Games will hold exclusive rights to.
 * August 7 - Bella Sara “First Series” and U.S. website are announced.
 * October - “Bella Wise Warriors” is released.
 * October 19 - "First Series" is tested in mass-markets of Seattle and San Diego before being distributed nationwide to Blockbuster, Jewel-Osco, Kmart, The Kroger Co., Safeway, Target, Toys R Us, Wal-Mart, and 7-Eleven stores.
 * October 22 - Hobby stores voice disapproval over Hidden City Game's choice to make Bella Sara “First Series” mass-market exclusive. Peter Adkison responds by opening Bella Sara to hobby stores capable of advertising and recording weekly sales.
 * November 4 - Bella Sara sponsors the first Girls’ Day San Diego featuring Ashley Tisdale at NTC Promenade, Liberty Station.
 * November 11 - Bella Sara sponsors the first Girls’ Day Seattle Featuring Devon Werkheiser at Seattle Center, San Juan Room.
 * December 7 - Hidden City Games turns all attention to Bella Sara and puts its original game, Clout Fantasy, on hold.
 * December 21 - Peter Condrup Andersen leaves Conceptcard. 

2007

 * February 7 - “Second Series” is announced at the Hidden City Games booth, #6039, at the American International Toy Fair in New York.
 * March 1 - “Second Series” is shipped to retailers.
 * March 12 - TV commercials of Bella Sara run for 13 weeks until June 10th.
 * March 15 - “Second Series” is released to major U.S. and Canadian retailers.
 * April - “First Series” is sold out.
 * April 17 - Hidden City Game’s original game, Clout Fantasy, is discontinued.
 * May 3 - Granada Ventures of the UK license with Hidden City Games to produce all merchandise except cards.
 * May 15 - Bella Sara is awarded '2007 Outstanding Product' by iParenting Media and 'Best Products - Spring 2007' by Dr. Toy’s.
 * June - “Northern Lights” is released in Denmark. News of Bella Sara is shared to fans in Denmark and Bellacard.com slowly transitions to Bellasara.com.
 * July 16 - “Northern Lights” is released in North America along with Erinn in-store promotional cards.
 * July 26-29th - The Bella Sara booth is present at San Diego Comic Con.
 * [[file:Kristi3.jpg|right|thumb|Hayden Panettiere and Peter Adkison at Gen Con Indy, 2007]] August 19 - The Bella Sara booth, #1439, is present at Gen Con Indy with guest celebrity Hayden Panettiere.
 * August 28 - Diamond Book Distributors is licensed to distribute Bella Sara products in book stores across the U.S. and Canada.
 * September 6 - Hydrogen and Hidden City Game’s ad for Bella Sara wins two Telly Awards.
 * October 2 - “Ancient Lights” is released.
 * October 4 - Bella Sara is advertised and distributed at Canadian mass-market retailers. Remaining “First Series” and “Second Series” cards are sold along with the new “Northern Lights” set.
 * November 1 - MasterPieces  puzzle company license with Bella Sara to produce puzzles and crafts.
 * November 6 - Hidden City Games receives $15 million fund from Rustic Canyon Partners and Trinity Ventures. Michael Song of Rustic Canyon Partners and Gus Tai of Trinity Ventures join Hidden City Game’s board of directors.
 * [[file:dreamer advertisment.png|thumb|right|Dreamer advertisement on BellaSara.com circa 2007]] November 27 - Limited Too and Justice are licensed to distribute Bella Sara products. Dreamer promo is offered for a limited time.
 * November - “Mythology” is released in Europe.
 * December 19 - Hudson Group is licensed to distribute Bella Sara products at Hudson News, Hudson Booksellers, and Kids Works stores in airports.
 * December 28 - G.O.B. Holding ApS is founded by Gitte Odder Brændgaard in Tranekær, Denmark. The company would later be renamed to The Bella Sara Company ApS in 2015.

2008

 * January 17 - Joshua Howard is named senior vice president of Bella Sara Online.
 * 2+Trails+End+Map.jpg was conceptualized and designed by Phil Trumbo.]] February 5 - Phil Trumbo is named Art Director of Interactive Entertainment for Hidden City Games. "Trumbo’s primary responsibility will be shaping the look and feel of Bella Sara Online, the family-friendly, horse-themed online world for girls featuring hundreds of virtual horses, a variety of age-appropriate casual games, customizable cottages, puzzles, coloring books, interactive stories and more."
 * February 11 - Sababa Toys license with Bella Sara to produce games and toys.
 * February 19 - “Native Lights” is revealed.
 * March - “Native Lights” is released.
 * March 27 - HarperCollins and Codemasters license with Bella Sara through Granada Ventures.
 * May 16th - June 12th - Hidden City Games advertises the new “Magical Friends” set with the Quest for the Lost Horse retailer event.
 * June - “Magical Friends” is released.
 * [[file:Family reunion.png|thumb|right|The Family Reunion event advertised on BellaSara.com circa 2008]] October - “Baby Bella” is released along with the Family Reunion event.
 * December - Hidden City Games further advertises “Baby Bella” with the Family Reunion Family Game Night events.
 *  Bella Sara is nominated for an Award in 'Outstanding Video Game' by Women's Image Network (WIN).

2009

 * January - “Treasures” is released.
 * February - Hidden City Games visits the Nuremberg Toy Fair.
 * February 5 - PorchLight Entertainment  partners with Hidden City Games to create an animated Bella Sara TV series and "long-form film content". 26 22-minute episodes are planned that will follow the adventures of Emma Roland and her horse, Wings as they explore North of North's "magical horses, wolf-riders, goddesses and gods, and a collection of unforgettable characters that comprise this amazing and unique mythology. Along the way, Emma will discover her true destiny and why she belongs in North of North.”
 * May 5 - Jakks Pacific is licensed by ITV Global Entertainment Ltd to produce plush toys, figurines, dolls, play-sets, dress-up, kites and stationery in North America.
 * May 12 - "Royalty" is announced along with the new ticket cards.
 * June - “Royalty” is released.
 * June 2 - Bella Sara is to be a Bronze Sponsor for The Appaloosa Horse Club's (ApHC) 2009 World Championship Appaloosa Youth Show. Trading cards will be handed out during the show's classes and activities.
 * July 9 - Waterbury Garment L.L.C. is licensed through ITV Global Entertainment Ltd to produce Bella Sara sleepwear in North America.
 * July 15
 * ExactTarget is chosen by Hidden City Games to enhance online communication through welcome notes, birthday greetings, and a monthly email newsletter announcing the latest product and game information.
 * Hidden City Games donates Bella Sara PC games to the Girls Horse Club's Fiction Competition. The games will be handed out to winners of the event.
 * [[file:Tumblr mtb5wrxW071sil1lko1 500.jpg|thumb|right|[[Bella Sara Adventures]] intro screen]] August 19
 * Hidden City Games' president of international business, licensing and merchandising, George Stetar, oversees global licensing efforts to bring the Bella Sara brand in-house.
 * Bella Sara Adventures is reveled by Hidden City Games and expected to launch by the next week. Customizable avatars will not be available until early 2010.
 * September 22 - Bella Sara Adventures receives honors as a 2009 recipient of the National Parenting Publications Awards (NAPPA).
 * October 6 - “Bella’s Ball” is released.
 * November 4 - “Bella’s Ball” is named one of The Toy Insider’s ‘Best Toys for the 2009 Holidays’.
 * November 10 - Skyhigh Intl., LLC. and Bees and Jam license with Hidden City Games to produce Bella Sara stationery and children’s intimate & sleepwear apparel.
 * November 16 - Hidden City Games joins the American Specialty Toy Retailing Association (ASTRA).
 * December 15 - Dominick Magliaro of Hidden City Games is made vice president of sales for North America.

2010

 * Bella Sara receives two awards from The Toy Man: the 'Award of Excellence' and the 'eChoice Award'.
 * [[file:Hidden city logo.jpg|thumb|right|New Hidden City Entertainment logo.|169x169px]] February 3 - Hidden City Games officially changes name to Hidden City Entertainment. CEO Peter Adkison states: “We are excited about further growing the Bella Sara brand, especially through licensing, and look forward to the launch of our much awaited boys collectibles line.”
 * February 11 - Jakks Pacific announces Bella Sara Toys, Mom and Baby Toys, and Bella's Ball Playset, all expected to be available in spring.
 * March 2 - “Sunflowers” is released.
 * April 19 - Bees and Jam, LLC Bella Sara sleepwear line is available in stores.
 * April 22 - Berkshire Fashions, Inc license with Bella Sara to produce a variety of apparel including "headwear, cold-weather accessories, hats, scarves, hosiery, slipper socks, rain gear and packaged panties".
 * May 06 - MagicMarket & Twenty Five S.r.l. (MagicMarket) of Italy is licensed to distribute and market Bella Sara cards in Italy.
 * May 11 - Hidden City Entertainment is to attend the Licensing International Expo in Las Vegas. The Bella Sara booth, #4707, will exhibit current and upcoming international product launches.
 * May 27 - TOP-TOY/ K.E. Mathiasen A/S license with Bella Sara through Kidz Entertainment/EEMC to produce a variety of merchandise including "book bags and book wrappers, towels, bed sets, T-shirts, sleeping bags, notebooks, and stationery sets". The products are set to release by the fall across Scandinavia, Germany, and Benelux.
 * June 01 - ROSMAN of Russia partners with Bella Sara to publish, distribute, and market card series throughout Russia.
 * June 4 - “Moonfairies” is released.
 * June 7 - ROSMAN of Russia continues to work with Bella Sara to create other merchandise including 'novels, stationery, and a fan-based magazine'. "Starlights" is expected to be released by fall. Kidz Entertainment/EEMC is selected to broker future licensing agreements in Russia and C.I.S. countries.
 * June 14 - Gipsy Toys of France license with Bella Sara through MJA Licensing to produce plushies. A first set is expected to release by fall.
 * June 21 -IMRPIMA  license with Bella Sara through MJA Licensing to produce wall stickers in four large-size varieties by fall in French and Belgian markets.
 * July 09 - Bella Sara is awarded the 'Award of Excellence' and 'eChoice™ Award' by The Toy Man.
 * October - “Starlights” is released.
 * November 10
 * Sahinler license with Bella Sara through MJA Licensing to produce apparel for the French marketplace by early 2011.
 * Rizzoli USA license with Bella Sara through Bennett Branding to produce 2012 Bella Sara-themed wall calendar in the U.S., Canada, New Zealand, Australia, South Africa, and Chile. The calendars are expected to be available by the holiday season of 2011.
 * Handcraft Manufacturing Corporation of the U.S. is licensed to produce Bella Sara underwear, bras, and undershirts in the United States by early 2011.
 * November 18 - Bella Sara's Gitte Braendgaard is to attend Salon du Cheval in Paris on December 10, 11, and 12. MJA Licensing will be managing the Bella Sara booth during the event.

2011

 * January 10
 * Wireless Developer Agency (WDA) of North America license with Bella Sara to produce wallpapers, animations, ringtones, and video streaming for wireless devices.
 * WVG Medien GmbH of Germany is licensed to distribute Bella Sara Tales DVDs in Germany. The DVDs are expected to launch during Q1 of 2011.
 * HFN of France is licensed through MJA Licensing to produce an action Bella Sara board game to be released by the end of the year.
 * Funny Farm of Germany license with Hidden City Entertainment to market and distribute Bella Sara cards in Germany.
 * January 18
 * Bella Sara Happy Meal Toys are announced.
 * Hidden City Entertainment is to appear at the Bella Sara booth at the Nuremberg Toy Fair between February 3 – 8 in Halle 10.0 / B-13.
 * [[file:Hm ad.png|thumb|right|Four Bella Sara toy horses were released in French McDonalds Happy Meals.|234x234px]] February 9 - Bella Sara Happy Meal Toyss are distributed at McDonalds throughout France.
 * February - “Spring Carnival” is released
 * March 7 - Kelley and Company is licensed to manufacture Bella Sara-themed Water Bottles and travel mugs. The products are expected to be available in tack stores, feed stores, and internet equine sites throughout the U.S. and Canada in spring.
 * April 11
 * CCI Shoes of France license with Bella Sara through MJA Licensing to create themed shoes in France. The shoes are expected to launch later in the summer.
 * Big Ben of France license with Bella Sara through MJA Licensing to create a new 3DS video game to be released later in the year.
 * Media Service Zawada of Poland is licensed to distribute cards and produce Bella Sara magazines, books, and Bella Sara Tales DVDs in Poland.
 * May - “Summer Camp” is released
 * July - Hidden City Entertainment shuts down after 5 year contract with Bella Sara ends.
 * Bella sara company llc logo.png July 11 - The Bella Sara Company, LLC, is founded by Gitte Odder Brændgaard and Henrik Heindorf in Seattle, Washington. Former Sr. Vice President of International Business and Licensing of Hidden City Entertainment, George Stetar, becomes Global Rights Manager.
 * October - “Winter Festival” is released.
 * November 2 - Gitte Odder Braendgaard leaves Conceptcard.
 * November 2 - Lilly Condrup joins Conceptcard as a director.

2012

 * February - “The Best of Bella Sara” is released.
 * May - The Bella Sara Company, LLC, shuts down. The Bella Sara brand is continued to be looked over by Conceptcard in Denmark.
 * June - “Magical Chibis” is released.
 * October - “Herds from North of North” is released.

2013

 * Spring - "Foals" is announced but never properly released.
 * July 25 - Conceptcard declares bankruptcy.

2014

 * February 10 - Conceptcard shuts down.
 * Gitte releases a survey on Facebook for a "new Bella Sara game".

2015

 * August 1 - G.O.B. Holding ApS is renamed to the Bella Sara Company ApS .

2016

 * The Classic Bella Sara Website is temporarily shut down and restored. Gitte claims updates to the site are coming, but none are actually given. The Bella Sara Company ApS is confirmed to be the new company name. Website temporarily shuts down again, Gitte claims the website was ported to her in Denmark and is now under her control.
 * "Foals - 2017 Promos" boosters are released to secure card distributors.

2017

 * April - Gitte shares photos of "Foals - 2017 Promos" art on Facebook.
 * New collection of cards are allegedly proposed for the end of the year.

2019

 * September 2019 - Kidabord, a French branding company that handles design as well as fabrication, creates Bella Sara  school supplies including agendas, backpacks, etc. for the 2019 school year.
 * 2019 to Early 2020 - The website is still up, but the game is practically unplayable with many glitches, deteriorating features, and broken captcha functions.

2020

 * bella sara frontpage april 2022.png April - The Bella Sara App is released replacing the Classic Bella Sara Website (including stables and Bella Sara Adventures).
 * April 26 - Gitte states that the old website will not return due to inability to port old functions without flash. She claims new activities will be added to the new site often.
 * Sura Hart (an author) has been brought on as a new partner to the Bella Sara Team.
 * September - Kidabord  creates Bella Sara school supplies including agendas, backpacks, etc. for the 2020 school year.

2021

 * Kidabord  creates Bella Sara school supplies for the 2021 school year.