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August 29, 2007 at 10:46 AM

Seattle game developer strikes again

Peter Adkison, the entrepreneur and game developer who sold Wizards of the Coast to Hasbro for $500 million, must have been bored with early retirement.

His new Seattle company, Hidden City Games, is distributing a card game for girls called Bella Sara, hoping to replicate its popularity in Europe here in the U.S.

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In this game, every girl can have her own horse, at least a virtual one.

Bella Sara sells cards with whimsical, fantasy images of horses, linked to a game and an online site where players can take care of their own virtual horse. The game, created in Denmark, includes “positive messages designed to uplift girls and reinforce the principle that beauty comes from within,” according to its publisher.

Bella Sara got a boost this week with a new distribution agreement allowing the cards to be sold at 2,500 stores around the country, including Borders, Waldenbooks, Barnes & Noble.

The idea that beauty comes from within could meet a challenging time here in the American setting. Considering all the beauty queens with DUIs, rehabs and jail sentences, says Bella Sera’s publicist, it was hard to find a celebrity spokesperson “who wasn’t a train wreck.”

They finally chose Hayden Panettiere, the cheerleader from NBC’s “Heroes” and “one of the few good girl celebrities out there,” he said. Hope she likes horses, too.

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