Bella Sara is a phenomenon amongst 5 – 12-year old girls and has sold over 40 million trading cards worldwide since the series debuted in 2007. Each Bella Sara card features a fairytale-like illustration of a horse along with a positive and inspirational message for young girls, such as " Beauty comes from within " or " Be the hero in your own story " . A unique code on every card activates a virtual horse that can be cared for in the Bella Sara online world at www.bellasara.com. The site, which features hundreds of virtual horses, a variety of age-appropriate casual games, customizable cottages, puzzles, colouring books, interactive stories and more has amassed more than 2 million registered users from 240 countries.