Guinness World Records Appoints Exim Licensing Group to Handle Representation Rights in South America

LONDON, March 9, 2010 - Guinness World Records, the global authority on record
breaking and multimedia brand, today announced the appointment of Exim
Licensing Group , a specialist Iberoamerican licensing agency, to handle
their representation rights agreement for all South American territories to
create product and promotional opportunities such as apparel and accessories,
stationery and paper products and Back-to-School products.

Exim Licensing Group is headquartered in Miami with offices in
13 Latin American Countries with a variety of well known clients such as
Discovery Channel, Nickelodeon, Jim Henson, Universal Studios, Star Wars and
Paramount among others. The two year representation rights agreement with
Exim, will allow Guinness World Records to further expand their reach into
the Latin-American market where the brand and heritage of the record breaking
company is well know and with this new deal looks to reach new heights.

Diego Barassi, SVP Regional Marketing for Exim Licensing
Group, said, "We are confident that with our knowledge and leadership in this
market, Guinness World Records will become one of the most important and
strategic brand properties across Latin America in the next few years, not
only because of the high potential it has on consumer products and
promotions, but also because the brand has a unique positioning in the mind
of the consumers."

Beatriz Fernandez, International Licensing Manager for
Guinness World Records said, 'From the very beginning Exim Licensing Group
showed a really good understanding of our brand values as well as excitement
about its potential. Their experience dealing with other international brands
as well as their markets' expertise makes them a great company to partner
with.'

The deal was brokered directly by Guinness World Records and
the representation comes into effect immediately.

About Guinness World Records

Guinness World Records is the universally recognized authority
on record-breaking achievement. First published in 1955, the annual Guinness
World Records book is published in more than 100 countries and 25 languages
and is the highest-selling books under copyright of all time with more than 3
million copies sold annually across the globe. Guinness World Records
celebrated its 50th anniversary edition in 2004, a year after the sale of its
100 millionth copy. Guinness World Records also annually publishes the
Gamer's Edition; a records book devoted solely to the world of computer
gaming and high score record achievements. The Guinness World Records website
(www.guinnessworldrecords.com) receives more than 11 million visitors
a year. Guinness World Records is part of the Jim Pattison Group, one of
Canada's largest privately owned companies which is a conglomerate of
interests, including advertising, broadcasting, grocery stores and automotive
retailing.

About Exim Licensing Group

Exim is an organization dedicated to licensing, promotions and
the distribution of products associated with the entertainment world. Our
Iberoamerican regional network, managed by local professional partners in
each operating country, guarantees our clients the highest quality of service
in each of these activities. Our leading position in the region allows us to
develop sophisticated regional strategies and execute them locally. We have
representation offices in all Latin American countries including Argentina,
Paraguay, Chile, Uruguay, Peru, Bolivia, Panama, Guatemala, El Salvador,
Puerto Rico, the Caribbean islands, Dominican Republic, Ecuador, Colombia,
Venezuela, Brazil and Mexico.

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