MasterPieces Puzzle Company has taken the plunge by bringing Hidden City Games' horse-themed Bella Sara trading cards into a virtual world for girls, part of a multi-pronged extension for the brand, which features pictures of horses and positive messages for girls on trading cards.

Now, each card adds a code to unlock a virtual version of the pictured horse at the Bella Sara website, and kids can also play minigames, read info and look at pictures of the Bella Sara horses and unicorns. The company explains that Bella Sara was developed by Danish social worker Gitte Odder Braendgaard to encourage young girls to express their feelings and build self-esteem.

MasterPieces CEO David Rolls said, "The positive themes and eye-catching imagery featured throughout Bella Sara trading cards and online world for girls are a perfect fit with MasterPieces' commitment to create products that enhance children's lives, and Bella Sara provides an appealing opportunity for us to move seamlessly into the girls' craft activity market with an established brand. MasterPieces is passionate about the message and obligation we have to little girls. It is exciting to see we have retail partners who feel the same way."