As agent, Exim Licensing is seeking partners for the brand in apparel, accessories, stationery, paper products and back-to-school. The representation deal is a two-year agreement.

"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 consumer," says Diego Barassi, senior vice president of regional marketing for Exim Licensing.

Miami-based Exim Licensing's other licensing clients include Discovery Channel, Nickelodeon, Jim Henson, Universal Studios, Star Wars and Paramount.