Guinness World Records(TM) Acquires Bragster.com

LONDON, February 22, 2010 - Guinness World Records (GWR), the global authority on
record-breaking achievements was pleased to announce today the acquisition of
bragster.com, the social networking site that allows users to upload videos
of their dares and 'bragging' feats. Bragster.com was founded by Wim Vernaeve
and Bertrand Bodson in 2006. The popular website currently has an online
community of 70,000 content generators, with their videos viewed up to 7
million times per month. The acquisition comes at a time when Guinness World
Records is looking to improve their digital presence, particularly by
expanding record-breaking into the online community.

The record-breaking institution's own website currently
receives over 11 million visitors a year and 1,000 record applications each
week. While plans for an integration program are finalized, bragster.com will
remain a completely separate entity, brand and target audience from the
record breaking institution. The eventual incorporation of bragster.com,
however, will allow Guinness World Records to further extend their reach into
social networking, making record-breaking even more accessible for the online
community.

Future plans include inviting users to post videos of record
attempts or messages about their record feats, and exchange ideas and tips.
The incorporation of an online community to facilitate interaction and
competition between people is another step towards Guinness World Records
extending the interactive side of their record-breaking business.

Managing Director of Guinness World Records, Alistair
Richards, said, "As Guinness World Records expands its digital offering, we
recognize the important role played by our fans in the online arena. The
bragster.com platform has an excellent in-built functionality and gameplay,
which will appeal to our audience and broaden it even further."

Bertrand Bodson, co-founder of bragster.com said, "We
understand the intricacies and motivations of online communities and, coupled
with the reputation and amazing source material that GWR constantly attracts,
this will be a winning combination." Wim Vernaeve, fellow co-founder of
Bragster.com, adds, "We're very excited that our platform has been chosen by
such an established brand as Guinness World Records. I love the premise of
Guinness World Records and believe many of our users will too."

Guinness World Records will be working on a new version of the
site that brings the records of its renowned brand to life in a social media
context. The new site is expected to go live during the first half of 2010.

FOR MORE INFORMATION: Please contact the GWR Press office on +44(0)207-891-4516/18 or press at guinnessworldrecords.com