Bella Sara is a virtual world for girls that was launched in 2007 by Hidden City Entertainment. The website is aimed at girls from age 5 to 12 and focuses on the care of virtual magical horses. Bella Sara began as a children's trading card game in Denmark in 2005. It was specifically designed for girls and lacks the competition factor that other games have. After the popularity of the trading cards and the website, Bella Sara branched out into books, toys, DVDs, puzzles, apparel, arts and crafts and a back-to-school line.
Features
Once children become members of the virtual world, they choose a horse as an avatar to be their online personality. These avatars live in a fantasy world called North of North where they play games and enjoy adventures with other horses in Bella Sara Adventures. Members are given a home known as a cottage. All members are given one free horse. If they wish to have more than one, members must purchase the trading card packs to find a Secret Code. Trading cards also allow players to accumulate horseshoes - the official currency in the virtual world. Horseshoes allow players to buy everything from cottage furnishings, clothing, pets, food and accessories and necessities for their horses in an online shop called the Bazaar.
What's Good
The virtual world will appeal mainly to girls from age 5 to 12. The creators have done a good job at staying within that demographic. Bella Sara is a very innocent, fantasy world and the website deserves credit for keeping things tame and not overreaching their demographic. There are no adult themes in the virtual world or in the games. There is no drinking, smoking, drug use, sex or offensive language. The graphics are well done - clean and clear. This is an obviously light virtual world and the colors match this mood.
What's Bad
As with many other children's virtual worlds, consumerism must be discussed. Although cross-promotion increases a company's revenue, it can leave some parents feeling pressured to buy products. Bella Sara is no different. From a consumer's standpoint, the website is simply a promotional tool for all of the other Bella Sara branded products. Parents need to keep a watchful eye on how many of these brands they buy because there are a lot of them.
Online Safety
Parents should feel completely comfortable leaving their children to play on Bella Sara because there is absolutely no way for members to contact one another. Parents should also rest assured that any personal information is never displayed. Children under 12 must have their membership approved by an adult. Although the Bella brand is highly promoted, there is no third-party advertising. Information for parents is clearly marked and explained.