The Bella Sara Brand

The History of the Bella Sara Company
The Bella Sara trading card game was created in Denmark in 2005 by former social worker, Gitte Braendgaard, through the company Conceptcard. Bella Sara is named after Gitte's daughter, Sara and her first horse, Bella. The series was originally known simply as "Bella".

First introduced to the North American market in 2007 by Hidden City Entertainment, Inc., the newly renamed Bella Sara quickly expanded into an international children’s entertainment property. Since its introduction, Bella Sara has broadened its family of products from trading cards and virtual world (playable at BellaSara.com) to DVDs, toys, books, video games, arts and crafts, games and puzzles, apparel, back to school and more in the North American and International markets. The cards were also published in several languages around the world, including French, German, and Italian.

The franchise was intended to be an alternative to competitive trading card games such as Pokemon, or Yu-Gi-Oh. Catered towards girls, the cards combined a mythical world of magical horses with game play. The franchise would grow to be popular in both Scandinavia and the United States, and also gained popularity worldwide, and received numerous awards such as the “National Parenting Center Seal of Approval” for 2009, and "Toy of the Year" and the “Seal of Excellence” from Creative Child Magazine for 2008 and 2009.

It was reported June 16, 2013, that the Bella Sara Company would be ceasing all operations. Allegedly, this was because their 5 year contract with Conceptcard was coming to a close. When this was announced, the company Conceptcard ceased operations, but the creator, Gitte Braendgaard, claimed the company would still be moving in a new direction and producing more cards in the future.

As of April 2020, the creators have launched a new version of the Bella Sara website, and an app. They have also announced new projects to come, although what these projects are is unknown.

About The Bella Sara Company, LLC.
The Bella Sara Company was a mainstream international entertainment property for children ages 5 and up. The inspirational, magical horse-themed brand featured a large product line and online world that was originally launched in North America in March of 2007 and was taken globally shortly after.

About Concept Card
Conceptcard was founded in September of 2005 in Svendborg, Denmark and founded by both Gitte Braendgaard and Poul Villadsen, each of whom held the title of director. The company launched its first product, a card game called Bella, in September of 2005. Gitte, who developed the product vision of Bella, was inspired to create Bella during her tenure as a social worker, caring for the disabled. In line with the focus of her former career, Bella, now Bella Sara™ features socially conscious, positive messages and imagination-building game play, designed to uplift girls.