Equity Marketing Agreement

Equity Marketing Signs Multi-Year Licensing and Distribution Deal With NASCAR

LOS ANGELES--May 19, 1998--Equity Marketing  Inc. (Nasdaq:EMAK) has announced
that it has signed a  three-year licensing and distribution agreement with
NASCAR, the  governing body of U.S. stock car racing. 

As a result, the company's newly formed Equity Collectibles business unit -- created to access the high volume collectible pin trading business -- will have rights to design, produce and distribute NASCAR-related collectible pins for three years.

The agreement, which stipulates Equity Marketing's creation of The NASCAR Pin Registry within the Worldwide Pin Registry (WPR), also designates a permanent link on the NASCAR website (www.nascar.com) to Equity Marketing's WPR website (www.pinregistry.com).

The contract also calls for Equity Marketing to load weekly  advertising and
Pin of the Week information into the NASCAR site,  and to create and manage
NASCAR Pin Trading villages, kiosks  featuring various collectibles, at all
NASCAR-sponsored events by  late 1998 or early 1999.  All NASCAR pins will
carry the Worldwide  Pin Registry symbol and will be listed within the WPR. 

"Our agreement with NASCAR represents tremendous progress in our strategy to further diversify revenue sources by pursuing non-entertainment related opportunities," said Donald A. Kurz, Equity Marketing's president and co-CEO. "This is a great beginning for the Equity Collectibles business unit. In addition to the work with NASCAR, this unit of the company will focus on seeking out future contracts within the growing lapel pin market," added Kurz.

"We are very excited about our relationship with Equity Marketing,  Inc.,"
said Elizabeth Schlosser, director of licensing and consumer  products at
NASCAR.  "The creation and registration of NASCAR  collectible lapel pins is a
development I am sure will be warmly  received by fans.  Our goal with Equity
Marketing is to provide new  marketing and revenue resources for our tracks
and drivers.  A new  pin will be created for each race that features the track
and the  winning driver of the race."   

Equity Marketing designs, develops, produces and markets worldwide a broad range of consumer products, collectibles and promotional products incorporating licensed characters from films, television, sports, publishing and other sources. -0-