Guinness World Records and Paladone Products Announce New Licensing Partnership

LONDON, January 26 - Guinness World Records, the global authority on record
breaking, and Paladone Products, the leading gift suppliers in the UK, are
delighted to announce a new partnership which will see the launch of the
first range of Guinness World Records(TM) toys and gifts in 2010 and 2011.

The products, from juggling sets to bus-jumping motorbike
kits, will be on sale in gift and toy shops from next summer across the UK.
The combination of this globally renowned brand and unique quality of the
designs look to inspire and encourage would be record breakers to join in the
fun - whether it's breaking a record yourself or getting a true understanding
for the feats of previous record breakers. Record breaking packs will also
include a Guinness World Records mini book packed with records, facts and
tips on how to be the best, and cover areas from circus skills to stunt
jumping to chocolate eating!

Hannah Scroggs, New Product Developer for Paladone said, "For
years Guinness World Records has been fascinating and inspiring people of all
ages. With our range of products we are hoping to engage people in record
breaking feats, and encourage them have a go themselves. Working with such a
great brand is inspirational, and a perfect foundation to create a range of
products that inspire 7-70 year olds to get active and break a record".

Beatriz Fernandez, International Licensing Manager for Guinness World
Records said "Paladone was the right partner for us as they shared view of
how serious attempts at record breaking can provide a lot of fun along the
way. It was important to us that each product contains factual information on
records and how to measure them, and links to the official Guinness World
Records website and adjudication teams"

The deal, which was brokered by Start Licensing, will see new and
exciting record breaking products available from the summer 2010 at top
retailers in the High Street.

For more information please contact GWR PR Manager Amarilis Espinoza at press at guinnessworldrecords.com, +44(0)207-8914516