NUREMBERG 09: Giochi Preziosi appointed toy partner for Bella Sara

ITV Global Entertainment has appointed Giochi Preziosi to be pan-European toy-partner for the girls property.
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ITV Global Entertainment has appointed Giochi Preziosi to be pan-European toy-partner for the girls property.

The new manufacturer deal was brokered by ITV Global Entertainment’s Italian agent, Teamworks on behalf of ITV Global Entertainment, the licensing agent for the property.

The deal will see the firm launch Bella Sara toys across European territories from November 2009. Along with the distribution of the trading cards, the company will also be developing a Bella Sara back-to-school range, featuring stationery, gifts and a bi-monthly fanzine for the Italian market.

Created by Gitte Braendgaard, a Danish social worker and developed by Hidden City Games in the US, Bella Sara is a trading-card game about horses, which extends with a dedicated online portal. Each trading card features a unique code to register on the site to produce a virtual horse.

Graziano Delmaestro at Giochi Preziosi said: “Bella Sara is an outstanding property whose trading card and interactive online elements make it a truly unique offering for girls.

"We are thrilled to be working with ITV Global Entertainment on this programme, they have a strong and robust vision for the brand – and an unrivalled network of media and retail relationships."

Julie Quirke, head of International licensing at ITV Global Entertainment added:

”We are delighted to be announcing the Giochi Preziosi license, who have an outstanding track record for delivering extremely high-quality and innovative products – the new deal will complement the existing global portfolio perfectly and will include a Bella Sara lifestyle and products with a high level of game-play.”

George Stetar at Hidden City Games said: ”This is just the beginning of the global journey for Bella Sara and we and ITV Global Entertainment are delighted to welcome additional partners of such a high calibre as Giochi Preziosi.”

Maria Romelli, vice president at Teamworks commented: "We are very pleased to have Giochi Preziosi as a partner on the development of the Bella Sara brand, a leader in the Italian and European market."