SOURCE: Action Products International, Inc.

January 14, 2008 09:30 ET

Action Products Retains Exiance, LLC

Management Consultancy to Assist in Organizational Improvements; Efforts Focused on Strategic Consulting and Human Capital Requirements

ORLANDO, FL--(Marketwire - January 14, 2008) - Action Products International, Inc., (NASDAQ: APII) (http://www.apii.com), a global manufacturer and distributor of brand-focused educational toys and products, has entered into a performance-based retainership with Exiance, LLC, a leadership development, management consulting, and executive search firm, to aggressively address Action Products' (the "Company") organizational execution and executive recruitment needs.

"Action Products is the type of company Exiance can greatly add substantive value to, namely, a small-cap public company," said Exiance CEO Shel Hart. "The company's chief officers are focused in achieving aggressive improvement in organizational execution, and that is where Exiance takes a leadership role. We strongly believe in the Action Products brand, and feel we can greatly contribute to the company's growth strategy."

Regarding the relationship with Exiance, Action Products CFO Robert L. Burrows expressed the importance of Exiance's recruiting and business consulting abilities with respect to the Company's core strategic business plan. "We sought out a management consulting firm that could bring the acumen and ability to aid us in planning and satisfying all of our human capital needs in concert with our pursuit of acquisitive growth," said Burrows. "With getting Action Products operationally and financially back on course, we are focused on driving optimum operational excellence and execution across all brands, departments and divisions."

The company is currently recruiting an EVP of Marketing & Sales for daily operational execution of its sales and marketing strategies, as well as positions in National Accounts Sales and Brand Marketing.

About Action Products International, Inc.

Action Products International, Inc., is a global manufacturer and distributor of brand-focused educational toys and products serving the non-violent children's toys market for over thirty years. Headquartered in Orlando, Florida, the Company's product line includes premium wooden toys, action figures, play-sets and activity kits that emphasize on educational fun within the themes of arts and crafts, nature and science. The Company's products are distributed and sold by more than two thousand retail stores in the US, Canada and the UK. For more information about the Action Products International, Inc., please visit our website at www.apii.com.

About Exiance, LLC

Exiance specializes in bridging the gap between business strategy and execution; ultimately driven by people and their performance. Exiance offers a continuum of interrelated services: management consulting, executive search and leadership development. Their business model is structured around the delivery of these interrelated services to address the strategic plan and tactical execution. People are the basis of developing this strategy and executing the plan, and therefore, are an integral focus of the firm. Exiance coaches their client's through various stages in their development and provides a critical lifeline to dynamic small and middle market business leaders. For more information about Exiance, LLC, please visit www.exiance.com.

Safe Harbor Forward-Looking Statements

Statements contained in this release that are not strictly historical are "forward-looking statements." Such forward-looking statements are sometimes identified by words such as "intends," "anticipates," "believes," "expects" and "hopes." The forward-looking statements are made based on information available as of the date hereof, and the Company assumes no obligation to update such forward-looking statements. Editors and investors are cautioned that such forward-looking statements involve risks and uncertainties that could cause the Company's actual results to differ materially from those in these forward-looking statements. Such risks and uncertainties include but are not limited to demand for the Company's products and services, our ability to continue to develop markets, general economic conditions, our ability to secure additional financing for the Company and other factors that may be more fully described in reports to shareholders and periodic filings with the Securities and Exchange Commission.

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