Bella Sara signs licensee for plush in France

GIPSY S.A.S. to manufacturer toys

Playthings Staff -- Gifts and Dec, 6/15/2010 10:41:05 AM

SEATTLE - Hidden City Entertainment, the rights holder for Bella Sara, has announced that licensing agent Francoise Bouvet of M.J.A. Licensing has brokered a deal that will begin the manufacturing of Bella Sara-themed plush toys in the French market.

The new license will see GIPSY S.A.S. producing a range of Bella Sara-branded plush toys, including the brand's namesake horse, Bella. Each plush toy will include a secret code, that when activated at BellaSara.com, will unlock a digital object. The first round of plush toys is set to launch in autumn of 2010 in France.

"We are very enthusiastic about this partnership," added George Stetar, senior vice president of licensing and international business for Hidden City Entertainment. "We are confident that the plush toys will be a large sensation among Bella Sara fans."

Available online and at over 65,000 points of sale, Bella Sara products are sold in 27 countries to mass-merchandisers, independent specialty toy and game/hobby boutiques and kiosks. Major U.S. retailers include Wal-Mart, Target, Toys R Us and Amazon.com. Internationally, Bella Sara is sold through Hidden City Entertainment's international distribution partners into various sales channels.