Document:

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                                                                   Exhibit 10.3

                               SUCCESSORIES, INC.
                           (FORMERLY CELEX GROUP INC.)

                                STOCK OPTION PLAN
                    (AMENDED AND RESTATED SEPTEMBER 27, 1994
                        AND AS AMENDED OCTOBER 12, 1995,
                        JULY 30, 1996 AND JULY 22, 1997)

The Company hereby establishes the Successories, Inc. Stock Option Plan
effective April 8, 1993, subject to the approval of the Plan by the holders of a
majority of the shares of the Stock present in person or by proxy and voting at
a duly called meeting of the shareholders of the Company within one year after
the Plan's adoption by the Board. Absent such approval, the Plan will terminate
retroactively, and all Options granted under the Plan will be null and void.

                                   ARTICLE I.

                                     PURPOSE

The primary purpose of the Plan is to provide a means by which non-employee
directors and key employees of the Company and its Subsidiaries can acquire and
maintain stock ownership, thereby strengthening their commitment to the success
of the Company and its Subsidiaries and their desire to remain employed by the
Company and its Subsidiaries. The Plan also is intended to attract, employ and
retain non-employee directors and key employees and to provide such non-employee
directors and employees with additional incentive and reward opportunities
designed to encourage them to enhance the profitable growth of the Company and
its Subsidiaries.

                                   ARTICLE II.

                                   DEFINITIONS

The following words and phrases, when used herein, unless their context clearly
indicates otherwise, shall have the following respective meanings:

     A.       "BOARD" means the board of directors of the Company.

     B.       "CAUSE" means conviction of the Grantee of any felony or other
crime involving dishonesty, fraud or moral turpitude, or the Grantee's habitual
neglect of his duties.

     C.       "CHANGE OF CONTROL" means the occurrence of one of the
following: (i) a single entity or group of affiliated entities acquires more
than 50% of the Company's outstanding Stock, (ii) the Company is involved in a
merger or a sale of all or substantially all of its assets so that its
shareholders before the merger or sale own less than 50% of the voting power of
the surviving or acquiring corporation, (iii) a liquidation or dissolution of
the Company occurs, or (iv) a change in the majority of the Board of Directors
occurs during any 24-month period without the approval of a majority of
directors in office at the beginning of such period.

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     D.       "COMMITTEE" means the committee of the Board appointed pursuant
to Section

     E.       "COMPANY" means Successories, Inc., an Illinois corporation.

     F.       "DISABILITY" means a permanent and total disability within the
meaning of Section 22(e)(3) of the Internal Revenue Code.

     G.       "DISINTERESTED PERSON" means a person who meets the definition
of a "disinterested person" pursuant to Rule 16b-3 of the SEC (or any successor
rule as in effect from time to time and "outside director" pursuant to Section
162(m) of the Internal Revenue Code and the Treasury Department regulations
issued thereunder.

     H.       "EFFECTIVE DATE" means April 8, 1993.

     I.       "FAIR MARKET VALUE" of any share of Stock, as of any applicable
date, means the fair market value of a share of Stock on such date as determined
in good faith by the Committee.

     J.       "GRANT DATE" means the date of grant of an Option determined in
accordance with Section 6.1(a) or Section 6.4(a).

     K.       "GRANTEE" means an individual who has been granted an Option.

     L.       "INTERNAL REVENUE CODE" means the Internal Revenue Code of 1986,
as amended, and any succeeding Internal Revenue Code, and references to sections
herein shall be deemed to include any such section as amended, modified or
renumbered.

     M.       "1934 ACT" means the Securities Exchange Act of 1934, as amended,
and any succeeding Securities Exchange Act, and references to sections herein
shall be deemed to include any such section as amended, modified or renumbered.

     N.       "OPTION" means any incentive stock option or non-qualified stock
option granted under the Plan.

     O.       "OPTION AGREEMENT" has the meaning specified in section 4.2(e).

     P.       "OPTION PRICE" means the per share purchase price of Stock
subject to an Option.

     Q.       "PLAN" remains the Successories, Inc.  Stock Option Plan as set
forth herein and as may from time to time be amended.

     R.       "SEC" means the Securities and Exchange Commission.

     S.       "SECTION 16 GRANTEE" means a person subject to potential
liability under Section 16(b) of the 1934 Act with respect to transactions
involving equity securities of the Company.

     T.       "STOCK" means the common stock of the Company, par value $0.01 per
share.

     U.       "SUBSIDIARY" means a corporation as defined in Section 424(f) of
the Internal Revenue Code with the Company being treated as the employer
corporation for purposes of this definition.

     V.       "10% OWNER" means a person who beneficially owns stock (including
stock treated as owned under Section 424(d) of the Internal Revenue Code)
possessing more than 10% of the total combined voting power of all classes of
stock of the Company.

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     W.       "TERMINATION OF EMPLOYMENT" with respect to Grantees who are
employees of the Company or its Subsidiaries occurs the later of (a) the first
day an individual is no longer entitled to severance payments for any reason
under the Company's or any Subsidiary's personnel policies or (b) the day an
individual is first entitled to continuation coverage pursuant to the
Consolidated Omnibus Budget Reconciliation Act of 1985 ("COBRA");
notwithstanding the foregoing, for an individual who is an employee of a
Subsidiary, the individual shall be deemed to have a Termination of Employment
on the first day the Company no longer owns voting securities possessing at
least 50% of the aggregate voting power of such Subsidiary's outstanding voting
securities.

     X.       "TERMINATION OF DIRECTORSHIP" with respect to non-employee
directors, shall mean the first day on which a director is no longer acting as a
director of the Company or any Subsidiary.

                                  ARTICLE III.

                                SCOPE OF THE PLAN

An aggregate of 1,700,000 shares of Stock is hereby made available and is
reserved for delivery on account of the exercise of Options. Subject to the
foregoing limit, authorized and unissued shares may be used for or in connection
with Options. If and to the extent an option shall expire or terminate for any
reason without having been exercised in full, or shall be forfeited, the shares
of Stock associated with such Option shall become available for other Options.

                                   ARTICLE IV.

                                 ADMINISTRATION

     A.       ADMINISTRATIVE COMMITTEE. As to employee participants, the Plan
shall be administered by a committee of the Board, which shall consist of two or
more directors of the Company, (1) who are not employees of the Company or any
of its Subsidiaries, and (2) who are Disinterested Persons. Members of the
Committee shall continue to serve until otherwise directed by the Board.
Membership on the Committee shall be subject to such limitations as the Board
deems appropriate to permit transactions in Stock pursuant to the Plan to be
exempt from liability under Section 16(b) of the 1934 Act and to comply at all
times with Section 162(m) of the Internal Revenue Code and the Treasury
Department regulations issued thereunder. The Board shall administer the
nondiscretionary Options as granted to the non-employee directors pursuant to
Section 6.4 solely in accordance with the provisions thereunder.

     B.       AUTHORITY OF THE COMMITTEE.  The Committee shall have full and
final authority, in its discretion, but subject to the express provisions of the
Plan, as follows:

     1.       to grant Options,

     2.       to determine (1) when Options may be granted and (2) whether or
              not specific Options will be incentive stock options or
              non-qualified stock options,

     3.       to administer and interpret the Plan, to make recommendations to
              the Board; and to take all such steps and make all determinations
              in connection with the Plan and Options granted thereunder as it
              may deem necessary or advisable for the administration of the
              Plan,

     4.       to prescribe, amend, and rescind rules relating to the Plan,

     5.       to determine, subject to the terms of the Plan, the terms and
              provisions of the written agreements by which all Options shall be
              granted ("Option Agreements") and, except as provided in Section
              8.9, with the consent of the Grantee, to modify or amend any such
              Option Agreement, or to waive any restrictions or conditions
              applicable to any Option

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              Agreement or the exercise thereof, at any time,

     6.       to make such adjustments or modifications to Options to Grantees
              working outside the United States as are necessary and advisable
              to fulfill the purposes of the Plan,

     7.       to contest on behalf of the Company or any Grantee, at the
              expense of the Company, any ruling or decision on any matter
              relating to the Plan or any Option, and

     8.       to impose such additional conditions, restrictions, and
              limitations upon the grant, exercise or retention of Options as
              the Committee may, before or concurrently with the grant thereof,
              deem appropriate.

The determination of the Committee on all matters relating to the Plan or any
Option or Option Agreement shall be conclusive and final. No member of the
Committee shall be liable for any action or determination made in good faith
with respect to the Plan or any Option.

                                    ARTICLE V

                                   ELIGIBILITY

Options may be granted to any employee of the Company or any of its Subsidiaries
pursuant to Section 6.1 and shall be granted to non-employee directors of the
Company pursuant to Section 6.4. In selecting the employees to whom Options may
be granted, in determining the number of shares of Stock subject to each Option
granted to any employee, and in determining the other terms and conditions
applicable to each Option granted to any employee, the Committee shall take into
consideration such factors as it deems relevant in promoting the purposes of the
Plan.

                                   ARTICLE VI

                                GRANT OF OPTIONS

     A.       General Conditions.

     1.       The Grant Date of an Option shall be the date on which the
              Committee grants the Option which shall be the date signified in
              the Grantee's Option Agreement or such later date as specified in
              advance by the Committee.

     2.       The term of each Option shall be a period of not more than 10
              years from the Grant Date, and shall be subject to earlier
              termination as herein provided.

     3.       A Grantee may, if otherwise eligible, be granted additional
              Options.

     4.       Notwithstanding any provision to the contrary contained herein,
              the number of shares covered by Options granted hereunder to any
              one participant in any fiscal year shall not exceed 80,000 shares.

     B.       Option Price.  No later than the Grant Date of any Option, the
Committee shall determine the Option Price of such Option. The Option Price of
an Option (subject to Section 6.3 with respect to incentive stock options) shall
not be less than 50% of the Fair Market Value of the Stock on the Grant Date.

     C.       Grant of Incentive Stock Options. At the time of the grant of any
Option to an employee of the Company or its Subsidiaries, the Committee may
designate that such Option shall be made subject to additional restrictions to
permit it to qualify as an incentive stock option under the requirements of
Section 422 of the Internal Revenue Code. Any option designated as an incentive
stock option:

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     1.       shall have an Option Price of (1) not less that 100% of the Fair
              Market Value of the Stock on the Grant Date or (2) in the case of
              a 10% Owner, not less than 110% of the Fair Market Value of the
              Stock on the Grant Date;

     2.       shall be for a period of not more than 10 years (5 years, in
              the case of a 10% Owner) from the Grant Date, and shall be subject
              to earlier termination as provided herein or in the applicable
              Option Agreement;

     3.       shall not have an aggregate Fair Market Value
              (determined for each incentive stock option at its
              Grant Date) of Stock with respect to which incentive
              stock options are exercisable for the first time by
              such Grantee during any calendar year (under the Plan
              and any other employee stock option plan of the
              Grantee's employer or any parent or subsidiary
              thereof ("Other Plans")), determined in accordance
              with the provisions of Section 422 of the Internal
              Revenue Code, which exceeds $100,000 (the "$100,000
              Limit");

     4.       shall, if the aggregate Fair Market Value of Stock
              (determined on the Grant Date) with respect to all
              incentive stock options previously granted under the
              Plan and any Other Plans ("Prior Grants") and any
              incentive stock options under such grant (the
              "Current Grant") which are exercisable for the first
              time during any calendar year would exceed the
              $100,000 Limit, be exercisable as follows:

              a.       the portion of the Current Grant exercisable for the
                       first time by the Grantee during any calendar year which
                       would, when added to any portions of any Prior Grants,
                       be exercisable for the first time by the Grantee during
                       such calendar year with respect to stock which would
                       have an aggregate Fair Market Value (determined as of
                       the respective Grant Date for such incentive stock
                       options) in excess of the $100,000 Limit shall,
                       notwithstanding the terms of the Current Grant, be
                       exercisable for the first time by the Grantee in the
                       first subsequent calendar year or years in which it
                       could be exercisable for the first time by the Grantee
                       when added to all Prior Grants without exceeding the
                       $100,000 Limit; and

              b.       if, viewed as of the date of the Current Grant, any
                       portion of a Current Grant could not be exercised under
                       the provisions of the immediately preceding provision
                       during any calendar year commencing with the calendar
                       year in which it is first exercisable through and
                       including the last calendar year in which it may by its
                       terms be exercised, such portion of the Current Grant
                       shall not be an incentive stock option, but shall be
                       exercisable as a separate non-qualified stock option at
                       such date or dates as are provided in the Current Grant;

     5.       shall be granted within 10 years from the earlier of the date
              the Plan is adopted or the date the Plan is approved by the
              shareholders of the Company; and

     6.       shall require the Grantee to notify the Committee of any
              disposition of any Stock issued pursuant to the exercise of the
              incentive stock option under the circumstances described in
              Section 421 (b) of the Internal Revenue Code (relating to certain
              disqualifying dispositions), within 10 days of such disposition.

Notwithstanding the foregoing and Section 4.2(e), the Committee may, without
the consent of the Grantee, at any time before the exercise of an Option
(whether or not an incentive stock option), take any action necessary to
prevent such Option from being treated as an incentive stock option.

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     D.       GRANT OF NONDISCRETIONARY OPTIONS.  Nondiscretionary Options
              shall be granted to each non-employee director of the Company
              solely on the following terms and conditions:

     1.       Each person who is serving as a non-employee director of the
              Company on December 14, 1994 shall automatically be granted an
              option to purchase five thousand (5,000) shares of Common Stock
              (the "nondiscretionary Option"). In addition, each non-employee
              director first elected or appointed after December 14, 1994 shall
              automatically be granted an option to purchase five thousand
              (5,000) shares of Stock on the day such person is first elected or
              appointed a non-employee director. Each nondiscretionary Option
              granted pursuant to the provisions of this Section 6.4(a) shall be
              exercisable in cumulative annual increments of fifty percent (50%)
              commencing on the first anniversary of the Grant Date of such
              Option;

     2.       Subject to the approval of the shareholders of the Company of
              the provisions of this Section 6.4(b) at the 1996 Annual Meeting
              of Shareholders, on each date of the Annual Meeting of
              Shareholders of the Company, commencing with the 1996 Annual
              Meeting of Shareholders, each non-employee director of the Company
              whose term of office will continue after such Annual Meeting of
              Shareholders shall automatically be granted an option to purchase
              four thousand (4000) shares of Common Stock as of such date. The
              non-discretionary option granted pursuant to this Section 6.4(b)
              shall be exercisable in full on the Grant Date of such Option;

     3.       The exercise price of the nondiscretionary Options granted
              pursuant to this Section 6.4 shall be one hundred percent (100%)
              of the last bid price of the Stock as of the Grant Date (or if no
              bid price was reported as of the Grant Date, as of the first
              business day preceding the Grant Date on which a bid price was
              reported);

     4.       (i)      If the Grantee has a Termination of Directorship for
                       Cause, any unexercised Option shall terminate upon the
                       Grantee's Termination of Directorship;

              (ii)     If the Grantee has a Termination of Directorship for any
                       reason other than cause, then any unexercised Option may
                       be exercised to the extent set forth below, but in no
                       event beyond the original term of the Option:

                       (1)      If the Grantee's Termination of Directorship is
                                caused by the death of the Grantee, then any
                                unexercised Option may be exercised, in whole
                                or in part, at any time within one year after
                                the Grantee's death by the Grantee's personal
                                representative or by the person to whom the
                                Option is transferred by will or the applicable
                                laws of descent and distribution;

                       (2)      If the Grantee's Termination of Directorship
                                is on account of the Disability of the Grantee,
                                then any unexercised Option may be exercised,
                                in whole or in part, at any time within one
                                year after the date of such Termination of
                                Directorship; provided that, if the Grantee
                                dies after such Termination of Directorship and
                                before the end of such one-year period, such
                                Option may be exercised by the deceased
                                Grantee's personal representative or by the
                                person to whom the Option is transferred by
                                will or the applicable laws of descent and
                                distribution within one year after the
                                Grantee's Termination of Directorship, or, if
                                later, within 180 days after the Grantee's
                                death; and

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                       (3)      the Grantee's Termination of Directorship is
                                for any reason other than Cause, Death or
                                Disability, then any unexercised Option, to the
                                extent exercisable at the date of such
                                Termination of Directorship may be exercised,
                                in whole or in part, at any time within three
                                months after such Termination of Directorship;
                                provided that, if the Grantee dies after such
                                Termination of Directorship and before the end
                                of such three-month period, such Option may be
                                exercised by the deceased Grantee's personal
                                representative or by the person to whom the
                                Option is transferred by will or the applicable
                                laws of descent and distribution within one
                                year after the Grantee's Termination of
                                Directorship to the extent exercisable at the
                                date of such Termination of Directorship;

     5.       The nondiscretionary Options granted pursuant to this Section 6.4
              shall expire ten (10) years from the Grant Date, subject to the
              terms and conditions of the Plan; and

     6.       The provisions of this Section 6.4 shall not be amended more than
              once every six months, other than to comport with changes in the
              Internal Revenue Code, the Employee Retirement Income Security
              Act, or the rules thereunder.

     E.       GRANTEE'S AGREEMENT TO SERVE. Each Grantee who is an employee of
the Company or any Subsidiary and is granted an Option shall, by executing such
Grantee's Option Agreement, agree that such Grantee will remain in the employ of
the Company or any of its Subsidiaries for at least one year after the Grant
Date. Each Grantee who is a non-employee director shall, by executing such
Grantee's Option Agreement, agree that such Grantee will not resign as a
director of the Company or any of its Subsidiaries for at least one year after
the Grant Date. No obligation of the Company or any of its Subsidiaries as to
the length of any Grantee's employment or association with the Company or any of
its Subsidiaries shall be implied by the terms of the Plan, any Grant of an
Option, or any Option Agreement. The Company and its Subsidiaries reserve the
same rights to terminate employment or association of any Grantee as existed
before the Effective Date.

     F.       NON-TRANSFERABILITY.  Each Option granted hereunder shall by its
terms not be assignable or transferable other than by will or the laws of
descent and distribution and may be exercised, during the Grantee's lifetime,
only by the Grantee.

                                  ARTICLE VII.

                               EXERCISE OF OPTIONS

     A.       EXERCISE OF OPTIONS. Subject to Sections 4.2(f), 7.4, and 7.5
and such terms and conditions as the Committee may impose, each Option shall be
exercisable in cumulative annual increments of twenty percent (20%) commencing
on the first anniversary of the Grant Date of such Option; provided, however,
that with respect to any Section 16 Grantee, no shares issued upon exercise of
any Option granted pursuant to the Plan may be sold prior to six months from the
Grant Date of such Option. Each Option shall be exercised by delivery to the
Company of written notice of intent to purchase a specific number of shares of
Stock subject to the Option. The Option Price of any shares of Stock shall be
paid in full at the time of the exercise.

     B.       PAYMENT OF OPTION PRICE. A Grantee may, at his election, pay the
Option Price payable upon the exercise of an Option in (a) cash, (b) Stock
valued at its Fair Market Value on the business day next preceding the date of
exercise, or (c) any combination of both (including Stock received by the
Grantee upon the exercise of one or more Options).

     C.       SHARE WITHHOLDING.

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     1.       MANDATORY TAX WITHHOLDING.

              a.       Whenever under the Plan, shares of Stock are
                       to be delivered upon exercise of an Option,
                       the Company shall be entitled to require as
                       a condition of delivery (i) that the Grantee
                       remit an amount sufficient to satisfy all
                       federal, state, and local withholding tax
                       requirements related thereto, if any, (ii)
                       the withholding of such sums from
                       compensation otherwise due to the Grantee or
                       from any shares of Stock due to the Grantee
                       under the Plan, or (iii) any combination of
                       the foregoing; or

              b.       If any disqualifying disposition described
                       in Section 6.3(f) is made with respect to
                       shares of Stock acquired under an incentive
                       stock option granted pursuant to the Plan,
                       then the person making such disqualifying
                       disposition shall remit to the Company an
                       amount sufficient to satisfy all federal,
                       state, and local withholding taxes thereby
                       incurred;

provided that, in lieu of or in addition to the foregoing, the Company shall
have the right to withhold such sums from compensation otherwise due to the
Grantee or from any shares of Stock due to the Grantee under the Plan.

     2.       ELECTIVE SHARE WITHHOLDING.

              a.       Subject to Section 7.3(b)(2), a Grantee may elect the
                       withholding ("Share Withholding") by the Company of a
                       portion of the shares of Stock otherwise deliverable to
                       such Grantee upon the exercise of an Option ("Taxable
                       Event") having a Fair Market Value equal to:

                       (i)      the Option Price or a portion thereof;

                       (ii)     the minimum amount necessary to
                                satisfy required federal, state, or
                                local withholding tax liability
                                attributable to the Taxable Event
                                (in 1993, the minimum amount
                                required by federal tax withholding
                                rules is 20% of the Grantee's
                                taxable income); or

                       (iii)    with the Committee's prior approval, a greater
                                amount, not to exceed the estimated total amount
                                of such Grantee's tax liability with respect to
                                the Taxable Event.

              b.       Each Share Withholding election by a Grantee shall be
                       subject to the following restrictions:

                       (i)      any Grantee's election shall be
                                subject to the Committee's right to
                                revoke such election of Share
                                Withholding by such Grantee at any
                                time before the Grantee's election
                                if the Committee has reserved the
                                right to do so in the Option
                                Agreement;

                       (ii)     if the Grantee elects Share
                                Withholding to satisfy federal,
                                state, or local withholding tax
                                liability attributable to the
                                Taxable Event, and the shares
                                withheld are insufficient to
                                satisfy said tax liability, the
                                Company may withhold income from
                                other sources due from the Company
                                to the Grantee in an amount
                                sufficient to satisfy said tax
                                obligation;

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                       (iii)    if the Grantee is a Section 16 Grantee, such
                                Grantee's election shall be subject to the
                                disapproval of the Committee at any time,
                                whether or not the Committee has reserved the
                                right to do so;

                       (iv)     the Grantee's election must be made before the
                                date (the "Tax Date") on which the amount of
                                tax to be withheld is determined;

                       (v)      the Grantee's election shall be irrevocable;

                       (vi)     a Section 16 Grantee may not elect Share
                                Withholding within six months after the grant of
                                the related Option (except if the Grantee dies
                                or incurs a Disability before the end of the
                                six-month period);

                       (vii)    a Section 16 Grantee must elect
                                Share Withholding either six months
                                before the Tax Date or during the
                                ten business day period beginning
                                on the third business day after the
                                release of the Company's quarterly
                                or annual summary statement of
                                sales and earnings; and

                       (viii)   if the shares withheld have not been held by
                                the Grantee for at least the greater of:

                                (1)      two years from the date the Option(s)
                                         underlying the shares was or were
                                         granted, or

                                (2)      one year after the transfer of the
                                         share(s) to the Grantee, the use of the
                                         shares will constitute a disqualifying
                                         disposition, and the Option(s)
                                         underlying the shares will no longer
                                         satisfy all of the requirements under
                                         Section 422 of the Internal Revenue
                                         Code to permit it to qualify as an
                                         incentive stock option.

     3.                The share withholding provisions of the Plan shall be
                       inapplicable to the nondiscretionary Options granted to
                       non-employee directors of the Company pursuant to Section
                       6.4.

     D.                EFFECTS OF A CHANGE OF CONTROL.

     1.                Notwithstanding any other provisions of the Plan, after a
                       Change of Control, all Options granted under the Plan
                       shall immediately be fully exercisable for a period of
                       six months following said Change of Control, after which
                       time no further Options may be exercised under the Plan.

     2.                After a Change of Control, Section 6.5 shall not be
                       construed to prevent the exercise of a Grantee's Option
                       whether or not such Grantee remains employed for one year
                       after the applicable Grant Date.

     E.                TERMINATION OF EMPLOYMENT

     1.                Termination for Cause.  If the Grantee has a Termination
                       of Employment for Cause, any unexercised Option shall
                       terminate upon the Grantee's Termination of Employment.

     2.                Termination other than for Cause. If the Grantee has a
                       Termination of Employment for any reason other than
                       cause, then any unexercised Option may be exercised to
                       the extent set forth below, but in no event beyond the
                       original term of the Option:

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                       a.       DEATH.  If the Grantee's Termination of
                                Employment is caused by the death of the
                                Grantee, then any unexercised Option may be
                                exercised, in whole or in part, at any time
                                within one year after the Grantee's death by the
                                Grantee's personal representative or by the
                                person to whom the Option is transferred by will
                                or the applicable laws of descent and
                                distribution;

                       b.       DISABILITY.  If the Grantee's Termination of
                                Employment is on account of the Disability of
                                the Grantee, then any unexercised Option to the
                                extent exercisable at the date of such
                                Termination of Employment (or to such extent as
                                determined by the Committee), may be exercised,
                                in whole or in part, at any time within one year
                                after the date of such Termination of
                                Employment; provided that, if the Grantee dies
                                after such Termination of Employment and before
                                the end of such one-year period, such Option may
                                be exercised by the deceased Grantee's personal
                                representative or by the person to whom the
                                Option is transferred by will or the applicable
                                laws of descent and distribution within one year
                                after the Grantee's Termination of Employment,
                                or, if later, within 180 days after the
                                Grantee's death; and

                       c.       OTHER.  If the Grantee's Termination of
                                Employment is for any reason other than Cause,
                                Death or Disability, then any unexercised
                                Option, to the extent exercisable at the date of
                                such Termination of Employment (or to such
                                extent as determined by the Committee), may be
                                exercised, in whole or in part, at any time
                                within three months (or such other period not to
                                exceed one year as determined by the Committee)
                                after such Termination of Employment; provided
                                that, if the Grantee dies after such Termination
                                of Employment and before the end of such
                                three-month period (or such other period, if
                                any, determined by the Committee), such Option
                                may be exercised by the deceased Grantee's
                                personal representative or by the person to whom
                                the Option is transferred by will or the
                                applicable laws of descent and distribution
                                within one year after the Grantee's Termination
                                of Employment to the extent exercisable at the
                                date of such Termination of Employment (or to
                                such extent as determined by the Committee).

notwithstanding subparagraphs (1) through (3) of this subparagraph (b), the
Committee may, in its sole discretion, establish different terms and conditions
pertaining to the effect of Termination of Employment to the extent permitted by
applicable state and federal law.

                                  ARTICLE VIII.

                                  MISCELLANEOUS

     A.       SUBSTITUTED OPTIONS.  If the Committee cancels any Option (granted
under this Plan, or any Plan of any entity acquired by the Company or any of its
Subsidiaries), and a new Option is substituted therefor, then the Committee may,
in its discretion, determine the terms and conditions of such new Option and
may, in its discretion, provide that the grant date of the cancelled option
shall be the date used to determine the earliest date or dates for exercising
the new substituted Option under Section 7.1 hereof so that the Grantee may
exercise the substituted Option at the same time as if the Grantee had held the
substituted Option since the grant date of the cancelled option; however, in the
case of an incentive stock option, the Grant Date as of which the Option Price
will be calculated shall be the date on which the new substituted Option is
issued; provided that no Option shall be cancelled without the consent of the
Grantee if the terms and conditions of the new Option to be substituted are not
at least as favorable as the terms and conditions of the option to be cancelled.

                                       10

<PAGE>

     B.       SECURITIES LAW MATTERS.

     1.       If the Committee deems it necessary to comply with the Securities
              Act of 1933, the Committee may require a written investment
              intent representation by the Grantee and may require that a
              restrictive legend be affixed to certificates for shares of
              Stock.

     2.       If based upon the opinion of counsel for the Company, the
              Committee determines that the exercise or nonforfeitability of,
              or delivery of benefits pursuant to, any Option would violate
              any applicable provision of (1) federal or state securities law
              or (2) the listing requirements of any securities exchange on
              which are listed any of the Company's equity securities, then
              the Committee may postpone any such exercise, nonforfeitability
              or delivery, as the case may be, but the Company shall use its
              best efforts to cause such exercise, nonforfeitability or
              delivery to comply with all such provisions at the earliest
              practicable date. The Committee's authority under this Section
              8.2(b) shall expire on the date of any Change of Control.

     C.       FUNDING.  Benefits payable under the Plan to any person shall be
paid directly by the Company. The Company shall not be required to fund, or
otherwise segregate assets to be used for, benefits under the Plan.

     D.       NO EMPLOYMENT RIGHTS.  Neither the establishment of the Plan
nor the granting of any Option shall be construed to (a) give any Grantee the
right to remain employed by the Company or any of its Subsidiaries or remain a
director of the Company or any of its Subsidiaries or give any Grantee any
benefits not specifically provided by the Plan or (b) in any manner modify the
right of the Company or any of its Subsidiaries to modify, amend, or terminate
any of its employee benefit plans.

     E.       RIGHTS AS A SHAREHOLDER. A Grantee shall not, by reason of any
Option have any right as a shareholder of the Company with respect to the shares
of Stock which may be deliverable upon exercise of such Option until such shares
have been delivered to him.

     F.       NATURE OF PAYMENTS. Any and all grants or deliveries of shares of
Stock hereunder shall constitute special incentive payments to the Grantee and
shall not be taken into account in computing the amount of salary or
compensation of the Grantee for the purposes of determining any pension,
retirement, death or other benefits under (a) any pension, retirement,
profit-sharing, bonus, life insurance or other employee benefit plan of the
Company or any of its Subsidiaries or (b) any agreement between the Company or
any Subsidiary, on the one hand, and the Grantee, on the other hand, except as
such plan or agreement shall otherwise expressly provide.

     G.       NON-UNIFORM DETERMINATIONS. The Committee's determinations under
the Plan need not be uniform and may be made by the Committee selectively among
employees who receive, or are eligible to receive, Options (whether or not such
persons are similarly situated). Without limiting the generality of the
foregoing, with respect to employee participants, the Committee shall be
entitled, among other things, to make non-uniform and selective determinations
and to enter into non-uniform and selective Option Agreements as to (a) the
identity of the Grantees, (b) the terms and provisions of Options, and (c) the
treatment, under Section 7.5, of Terminations of Employment. Notwithstanding the
foregoing, the Committee's interpretation of Plan provisions shall be uniform to
similarly situated Grantees.

                                       11

<PAGE>

     H.       ADJUSTMENTS.

     1.       The Committee or the Board, as the case may be, shall make
              equitable adjustment of:

              a.       the aggregate numbers of shares of Stock available
                       under Article III,

              b.       the number of shares of Stock covered by an Option, and

              c.       the Option Price of any Option, to reflect a stock
                       dividend, stock split, reverse stock split, share
                       combination, recapitalization, merger, consolidation,
                       asset spin-off, reorganization, rights offering,
                       liquidation, or similar event, of or by the Company
                       (including any transaction in which shares of Stock are
                       changed into or exchanged for a different number or kind
                       of shares of stock or other securities of the Company or
                       another Corporation);

     2.       if there is a change in corporate structure or Stock of the
              Company, the Board may make any adjustments necessary to prevent
              accretion, or to protect against dilution, in the number and
              kind of shares of Stock authorized by the Plan, and with respect
              to outstanding Options, in the number and kind of shares of
              Stock covered thereby and in the applicable Option Price.

     I.       AMENDMENT OF THE PLAN. The Board may from time to time in its
discretion amend or modify the Plan without the approval of the shareholders of
the Company, except as such shareholder approval may be required (a) to permit
transactions in Stock pursuant to the Plan to be exempt from liability under
Section 16(b) of the 1934 Act or to comply with any applicable law, rule or
regulation or (b) under the listing requirements of any securities exchange on
which are listed any of the Company's equity securities. No change will be
permitted to an Option previously granted which will impair the rights of a
Grantee without the Grantee's consent. The Board cannot, without shareholder
approval, change the aggregate number of shares of Stock which may be sold
pursuant to Options granted or change the class of employees eligible to
participate in the Plan or adopt any amendment affecting the Option Price at
which Options may be granted under the Plan.

     J.       TERMINATION OF THE PLAN. The Plan shall terminate on the tenth
(10th) anniversary of the Effective Date or at such earlier time as the Board
may determine. Any termination, whether in whole or in part, shall not affect
any Option or Option Agreement then outstanding under the Plan.

     K.       NO ILLEGAL TRANSACTION.  The Plan and all Options granted
pursuant to it are subject to all laws and regulations of any governmental
authority which may be applicable thereto; and notwithstanding any provision of
the Plan or any Option, Grantees shall not be entitled to exercise Options or
receive the benefits thereof and the Company shall not be obligated to deliver
any Stock or pay any benefits to a Grantee if such exercise, delivery, receipt
or payment of benefits would constitute a violation by the Grantee or the
Company of any provision of any such law or regulation.

     L.       SEVERABILITY. If all or any part of the Plan is declared by any
court or governmental authority to be unlawful or invalid, such unlawfulness or
invalidity shall not serve to invalidate any portion of the Plan not declared to
be unlawful or invalid. Any Section or part of a Section so declared to be
unlawful or invalid shall, if possible, be construed in a manner which will give
effect to the terms of such Section or part of a Section to the fullest extent
possible while remaining lawful and valid.

     M.       HEADINGS.  The headings of Articles and Sections are included
solely for convenience of reference, and if there is any conflict between such
headings and the text of this Plan, the text shall control.

                                       12

<PAGE>

     N.       NUMBER AND GENDER.  When appropriate the singular as used in
this Plan shall include the plural and vice versa, and the masculine shall
include the feminine.

     O.       CONTROLLING LAW.  The law of the State of Illinois, except its
law with respect to choice of law, shall be controlling in all matters relating
to the Plan.

                                       13<PAGE>

                                                                  Exhibit 10.25

                             JOINT VENTURE AGREEMENT

         This Agreement, dated and effective as of November 25, 1994, by and
between CELEX Group, Inc., an Illinois corporation ("Celex"), and Celebrating
Excellence of Minnesota, Inc., a Minnesota corporation ("CEM"), being
hereinafter sometimes collectively called "Partners" and individually called a
"Partner",

                               W I T N E S S E T H

         WHEREAS, the Partners wish to engage together in the operation of
retail "SUCCESSORIES" businesses in the State of Minnesota and, to further that
objective, to form a partnership and adopt this Agreement as the articles of
partnership of such partnership (the "Partnership");

         WHEREAS, Celex and CEM previously entered into an Area Development
Agreement dated May 26, 1992 (the "Area Development Agreement") which authorized
CEM to develop and establish one (1) or more Franchised Businesses as defined
therein within the designated territory described therein, each pursuant to a
separate franchise agreement;

         WHEREAS, of even date herewith CEM has contributed its right, title and
interest in and to the Area Development Agreement and all franchise agreements
related thereto to the Partnership;

         WHEREAS, of even date herewith, CEM has contributed certain assets
directly related to CEM's current retail operations at the Southdale Center in
Edina, Minnesota and the Ridgedale Shopping Center in Minnetonka, Minnesota to
the Partnership;

         WHEREAS, Celex and CEM previously signed an agreement dated April 26,
1993 regarding the potential mutual development of a retail store at the Mall of
America in Bloomington, Minnesota which, as of the date of execution of this
Agreement, both parties agree and acknowledge is of no further force or effect
whatsoever;

         WHEREAS, as a result of the assignment of the Area Development
Agreement and any related franchise agreements to the Partnership, in addition
to the Partnership relationship established under this Joint Venture Agreement
between Celex and CEM, the parties intend that the terms of this Agreement shall
take precedence over any conflicting provisions of the Area Development
Agreement or any related franchise agreements, it being intended that the rights
and privileges of the parties with regard to the operation of the business of
the Partnership and their relationship to one another as Partners shall be
governed by this Agreement; and

         WHEREAS, Celex and CEM agree and acknowledge that all amounts payable
by CEM to Celex for franchise territories "B" and "C" and defined the Area
Development Agreement are hereby forgiven and of no further force or effect.

         NOW, THEREFORE, in consideration of the foregoing and of the mutual
covenants and benefits herein set forth and contemplated, the Partners agree as
follows:

                                       1

<PAGE>

                                    ARTICLE I

                         ORGANIZATION OF THE PARTNERSHIP

                                (a) ESTABLISHMENT

         (i)  The Partners hereby form and establish a general partnership (the
"Partnership") under the Illinois Uniform Partnership Act for the limited
purposes and scope set forth herein, and hereby adopt this Agreement as the
Articles of Partnership of the Partnership.

         (ii) Except to the extent otherwise provided herein, the rights and
liabilities of the Partners and the conduct and termination of the Partnership
shall be governed by the Illinois Uniform Partnership Act.

         (iii) The Partners will promptly execute all certificates and other
documents, and make all such filings and recordings and perform such other acts
as may now or hereafter be necessary or desirable, to comply with the
requirements of Illinois law for the organization and formation of the
Partnership and the carrying on of its business.

         (iv) Each Partner shall be a general partner.

         (v)  All real and other property including permits and licenses
owned by or granted to or held by the Partnership shall be deemed to be owned
by or granted to or held by the Partnership as an entity, and no Partner,
individually, shall have any ownership of or right to use any such property.

                                    (b) NAME

         The name of the Partnership is "Minnesota Joint Venture" and the
Partnership's business and affairs shall be conducted only under that name.

                           (c) EFFECTIVE DATE AND TERM

         The Partnership shall commence on the date hereof (hereinafter called
the "Effective Date") and shall continue in effect until terminated as provided
in Article X hereof.

                              (d) PRINCIPAL OFFICE

         The principal office and place of business of the Partnership shall be
919 Springer Drive, Lombard, Illinois 60148, or such other location as the
Partners may designate.

                              (e) PURPOSE AND SCOPE

         The sole purpose of the Partnership shall be to engage in the business
of operating "Successories" retail businesses in the State of Minnesota and in
other activities incidental to such business; and performing all other
activities, including the borrowing of money and the mortgaging of real or
personal property of the Partnership in connection therewith, as are necessary
or incidental to conducting such business.

         The Partners acknowledge and agree that there are certain aspects of
Celex's current business operations which are beyond the scope and purpose of
the Partnership and this Agreement. Specifically, Celex's direct mail marketing
and wholesale sales operations will remain under the exclusive control of Celex
and all profits resulting from such operations will remain the exclusive
property of Celex. The Partnership shall have the ability, however, to conduct
its own direct sales marketing activities within the State of Minnesota and
Celex shall assist in such efforts by providing the names and addresses of
persons from the State of Minnesota who purchase product directly from

                                       2

<PAGE>

Celex. Further, Celex agrees to include "ink jet" messages on catalogs mailed by
Celex within the State of Minnesota which advise potential customers of the
location of retail stores operated by the Partnership.

         The Partnership shall have the power to do any act and thing and to
enter into any contract incidental to, or necessary, proper or advisable for,
the accomplishment or attainment of the purpose of the Partnership specified in
this Agreement.

                             (f) PARTNERS' AUTHORITY

         Except as provided in this Agreement, no Partner acting alone shall
have any authority to act for, or to assume any obligations or responsibilities
on behalf of, the other Partner or the Partnership. Each Partner will indemnify
the Partnership and the other Partner against any claim, loss or damage to the
Partnership or such other Partner which may result from the Partner's breach of
this Section (f).

                                   ARTICLE II

                                OTHER BUSINESSES

         Except as otherwise provided herein, nothing contained in this
Agreement shall be deemed to restrict in any way the freedom of either Partner
or of any Affiliate of either Partner to conduct, independently of the
Partnership, any business or activity whatever (other than the business
contemplated to be performed by the Partnership under and in accordance with
this Agreement) without any accountability to the Partnership or to the other
Partner. For purposes of this Agreement "Affiliate" means, as to any entity, a
corporation, company, trust, firm or other entity which directly or indirectly
controls, or is controlled by, or is under common control with, such entity.

         Both Partners specifically acknowledge and agree that the purpose of
the Joint Venture is to own and operate retail Successories locations and to
conduct direct sales marketing activities incident thereto. As such, each
Partner agrees that it will not engage in any similar type activity outside of
the Partnership which would reasonably be construed as competitive with the
Partnership.

         Further, Celex specifically agrees that it will use its best efforts to
enforce the provisions of any other agreement it may have with a third party
which prohibits the third party from conducting sales or marketing efforts
within the State of Minnesota.

                                   ARTICLE III

                        CONTRIBUTIONS TO THE PARTNERSHIP

                            (a) INITIAL CONTRIBUTIONS

         On the date of this Agreement Celex and CEM shall contribute to the
capital of the Partnership, and convey, transfer and assign into the name of the
Partnership, all of its right, title and interest in and to the properties,
real, personal and mixed, identified on Exhibit A (the "Initial Properties").
Celex and CEM each represent and warrant to the other and the Partnership that
the respective Initial Properties contributed by each of them are free and clear
of any liens or other interests of third parties of any nature whatsoever.

                                       3

<PAGE>

                          (b) ADDITIONAL CONTRIBUTIONS

         (i) It is the intention of the Partners to provide all necessary funds
for management, operation and expansion of the Partnership from the cash flow
from operation of the retail Successories businesses. However, from time to time
when required for Partnership purposes as determined by the Partners, the
Partnership may choose to provide additional capital to the Partnership through
a commercial lender or through a loan to the Partnership from Celex Group, Inc.
If such a loan is provided to the Partnership by Celex Group, Inc., the Partners
agree and acknowledge that the loan terms must be commercially reasonable and no
more favorable than could be secured by the Partnership through traditional
commercial lending programs. Any loan by Celex Group, Inc. to the partnership
shall not have a term in excess of five (5) years. Any loan to the Partnership
may only be in the amounts provided for in subsections (A) and (B) below and are
hereinafter referred to as "Working Capital":

                  (A) the cash costs of the Partnership for the construction,
acquisition or development (whether in the form of acquisition or construction
costs or lease payments) of any new retail stores or related assets, and

                  (B) all other cash costs of Partnership operations after
taking into account all income available to the Partnership for Partnership
purposes.

         (ii) Except as described above, no interest shall be paid by the
Partnership on any capital contributed to the Partnership.

                                   ARTICLE IV

                              PARTNERSHIP INTERESTS

               (a) THE PARTNERS' PERCENTAGE PARTNERSHIP INTERESTS

         Each Partner's Interest in the Partnership (its "Partnership Interest")
shall be as follows:

                                   Celex - 60%

                                    CEM - 40%

subject to adjustment as provided in Article VIII.

            (b) ALLOCATIONS TO BE ACCORDING TO PARTNERSHIP INTERESTS

         Each Partner shall be entitled to each item of the Partnership's
income, profit, gain, loss, cost, deduction, credit or allowance in proportion
to its Partnership Interest.

                                       4

<PAGE>

                                    ARTICLE V

                          MANAGEMENT OF THE PARTNERSHIP

                   (a) THE OPERATING COMMITTEE AND THE MANAGER

         The general conduct of the business of the Partnership shall be vested
in an Operating Committee, which shall be empowered to set policy for and issue
instructions to the general manager of the Partnership's business (the
"Manager"), and to make all decisions in respect of the business and operations
of the Partnership, except as otherwise set forth in this Agreement. The Manager
shall have the responsibility for the day to day management of the operations
and activities of the Partnership and shall be subject to the overall
supervision of the Operating Committee. The initial Manager shall be George
Kuczek under the terms and provisions of an Employment Agreement (the
"Employment Agreement") as approved by the Operating Committee, but generally as
set forth of Exhibit B attached hereto.

              (b) OPERATING COMMITTEE MEMBERS, VOTING AND MEETINGS

         The Operating Committee shall be composed of two representatives of
each Partner. Each Partner may from time to time and for any reason replace any
member of the Operating Committee appointed by it or designate an alternate to
act for any member, which alternate shall be deemed a member of the Operating
Committee while so acting. Each appointment made by a Partner to the Operating
Committee shall remain in effect until the Partner making such appointment shall
notify the Partnership and the other Partner of a change in such appointment.
The members of the Operating Committee representing each Partner shall vote as a
unit, and at all meetings of the Operating Committee a member shall be acting
solely as the representative of the Partner which appointed him. All actions of
the Operating Committee shall be taken by majority vote with the representative
or representatives of each Partner present being entitled to vote in proportion
to such Partner's Partnership Interest. Bi-annual meetings of the Operating
Committee, at which among other things programs and budgets shall be considered,
shall be held at the principal office of the Partnership on the first business
day of February and August of each year (or such other date as the Operating
Committee shall designate) and other meetings of the Operating Committee shall
be held from time to time as the Operating Committee shall determine. Special
meetings may be called by any member upon three days notice to each of the
Partners. No business shall be conducted at any meeting of the operating
Committee, however, unless Partners with at least a majority of the Partnership
Interests are represented. Minutes shall be kept reflecting the actions of the
Operating Committee, copies of which shall be promptly transmitted to each
member and the Partners. Each Partner represents that it will use its best
efforts to have its representative(s) present at all regular and properly
noticed special meetings of the Partnership. Any action of the Partnership
requiring a vote of the Operating Committee may be taken by unanimous written
consent of the partners without a meeting.

                                  (c) EMPLOYEES

                  Celex shall employ and pay such persons, and provide such
employees with such fringe benefits as the Operating Committee shall from time
to time authorize, and the costs and expenses of such employees shall be
reimbursed from the Partnership to Celex on a monthly basis, not later than the
fifteenth (15th) day of each month as to the prior month. Celex shall report to
the Partnership, not later than the fifth (5th) day of each month, the invoiced
amount for such employee expenses as to the prior month.

                                       5

<PAGE>

                 (d) CERTAIN MATTERS REQUIRING UNANIMOUS CONSENT

         Notwithstanding any other provision herein, the specific consent of
each Partner shall be required in connection with the following matters and no
action on such matters shall be taken by the Operating Committee or the Manager
except in accordance with the consent of both Partners:

         (i) Any contract or agreement (including without limitation any
contract or agreement for engineering, architectural, construction,
environmental or financial or other consulting services, or any lease of
equipment or facilities or extension of credit on behalf of a supplier) calling
for, or reasonably expected to call for, the payment over its term by the
Partnership of more than $5,000.00.

         (ii) Incurring, guaranteeing or otherwise becoming liable for
indebtedness for borrowed money in an amount in excess of $10,000.00 in the
aggregate, or $5,000.00 with respect to a specific transaction.

         (iii) Any charge, mortgage, lien or other encumbrance on or with
respect to property owned by the Partnership other than charges, liens or
encumbrances incurred in the ordinary course of business and removed or
discharged within thirty days of the incurring thereof.

         (iv) Any lease or sublease of any property owned by the Partnership.

         (v) The acquisition or agreement to acquire or lease any property under
a lease, conditional sale or other title retention agreement or subject to any
lien, charge or encumbrance.

         (vi) Any action or inaction which might cause the breach or termination
of any material agreement to which the Partnership or any Partner is a party, or
termination of any rights or benefits to which the Partnership or any Partner is
entitled.

         (vii) Any sale or transfer of any property or asset of the Partnership,
other than obsolete or worn-out assets and property or assets, except in the
ordinary course of business.

         (viii) The employment or discharge of employees of the Partnership at
the level of store manager or any higher level.

         (ix) The adoption of pension and other employee benefit plans.

         (x) The liquidation or dissolution of the Partnership, except pursuant
to Article XII hereof.

         (xi) Any transfer, assignment, charge, mortgage, lien or other
encumbrance of, on or in respect of a Partners Partnership Interest, except as
provided in Article IX.

         (xii) Amendment of this Agreement or any of its Exhibits.

         (xiii) Merger or consolidation of the Partnership into or with any
other entity.

         (xiv) Any reduction or discontinuance of operations of the Partnership.

         (xv) Approval or modification of the Annual Business Plan and Annual
Budget as set forth in Article VI below.

         (xvi) Development of any new business operations.

         (xvii) Approval or modification of material changes in accounting
procedures or policies.

                                       6

<PAGE>

                      (e) DEVELOPMENT OF ADDITIONAL STORES

         (i) The terms of this Agreement contemplate that the Partners and the
Operating Committee must agree upon the timing and expense to be incurred by the
Partnership in connection with the opening of new retail operations within the
State of Minnesota.

         (ii) The Partners agree that they will cooperate with one another in
good faith to determine the appropriate time and location for expansion of
business operation of the Partnership recognizing that as Partners they have a
fiduciary relationship on to the other.

         (iii) The Partners agree that time is of the essence in the development
of all retail operations undertaken by the Partnership and that the Partnership
will develop and operate at least three (3) Successories retail locations (one
(1) of which will be the Mall of America location in Bloomington, Minnesota) or
maintain a cash balance of more than Twenty-Five Thousand Dollars ($25,000.00)
before requesting any sort of cash or profit distributions to the Partners.

         (iv) The Partners agree that all Stores will operated in accordance
with the standards established by Celex for its company-owned stores and,
further, that the Partnership will purchase product for its retail stores in
accordance with the price list established by Celex for its company-owned
stores, which price list generally reflects Celex's fully absorbed cost.

                                   ARTICLE VI

               ACCOUNTING MATTERS; BOOKS AND RECORDS; TAX RETURNS

                                 (a) FISCAL YEAR

         The fiscal year of the Partnership shall be a calendar year, which is
the Federal income tax year of Celex.

                         (b) BOOKS, RECORDS AND ACCOUNTS

         (i) In consideration of the services rendered by Celex to the
Partnership as provided for in subsection (b), (c) and (d) of the Article VI,
the Partnership agrees to pay to Celex, on a monthly basis, an administrative
fee equal to each store's pro rata portion of administrative overhead charge for
retail Successories businesses owned or operated by Celex, but in any event in
an amount not to exceed three percent (3%) of the net revenues of the
Partnership on an annualized basis. For purposes of this Agreement, "net
revenues" shall refer to the total revenues associated with the Partnership
operations, less all applicable taxes and freight charges. Not later than ninety
(90) days after the close of each fiscal year of the Partnership, Celex shall
provide an accounting of the administrative fees paid to Celex for that fiscal
period together with a reconciliation of amounts owed to the Partnership by
Celex or amounts owed by the Partnership from Celex to adjust the payment to the
annualized amount provided for herein.

         (ii) The books and records of the Partnership shall be maintained on an
accrual basis in accordance with generally accepted accounting principles based
upon information supplied by Manager to Celex so as to reflect accurately, among
other things:

                  (A)      contributions by each Partner,

                  (B)      the capital account of each Partner,

                  (C)      distributions to each Partner,

                  (D)      assets and liabilities,

                                       7

<PAGE>

                  (E)      receivables from and payables to each Partner,

                  (F)      income of the Partnership, and

                  (G) adequate records to permit the filing of Partners' and
Partnership tax returns showing gross receipts, cost of goods sold, gross
income, other income, deductions, losses, allowances, credits and net profits or
losses.

                    (c) FINANCIAL REPORTS; INDEPENDENT AUDITS

         Promptly after the end of each month, Celex, on behalf of the
Partnership, shall prepare and deliver to each Partner financial statements and
related reports reflecting the financial position of the Partnership at the
close of the month and the results of operations of the Partnership for the
month. The Partnership shall have a certified audit of its books made as soon as
practicable after the close of each fiscal year by Price Waterhouse or such
other nationally recognized firm of public accountants as the Partners shall
designate, and shall furnish each Partner copies of such financial statements
and related reports reflecting the financial position of the Partnership at the
close of the fiscal year and the results of operations of the Partnership for
the fiscal year, together with the certificate of the public accountants
covering the results of such audit.

                            (d) TAXES AND TAX RETURNS

         Celex, on behalf of the Partnership, shall prepare and file all tax
returns required to be filed by the Partnership pursuant to the Internal Revenue
Code of 1986, as amended (the "Code"), or any successor statutes, and all state
and local tax returns required to be filed by the Partnership. The tax books of
the Partnership shall be kept on an accrual basis. For tax purposes each item of
gross income, profit, gain, loss, cost, deduction, credit or allowance shall be
allocated to each partner in proportion to its Partnership Interest. No changes
in the accounting methods for the purpose of preparation of tax returns of the
Partnership shall be made without the consent of each Partner.

                                (e) ANNUAL BUDGET

         Within forty-five (45) days of the commencement of each fiscal year of
the Partnership, other the fiscal year commencing January 1, 1994, the Partners
shall agree upon, on a pro forma basis, the estimated receipts and expenditures
(capital, operating and other) and an income statement for the ensuing fiscal
year (the "Annual Budget"). Until such time as the initial Annual Budget is
approved by the Partnership, the Operating Committee is authorized to incur such
expenses on behalf of the Partnership in the ordinary course of business for the
initial retail operation constituting part of the Initial Capital of the
Partnership.

                            (f) ANNUAL BUSINESS PLAN

         Within forty-five (45) days of the commencement of each fiscal year of
the Partnership, other than the fiscal year commencing January 1, 1994, the
Operating Committee shall agree upon a business plan for the operation of the
business of the Partnership during the ensuing fiscal year (the "Annual Business
Plan"). The Annual Business Plan will set forth an Annual Budget as described in
subsection (e) above, and a plan and schedule for the operation of existing
retail businesses of the Partnership as well as a plan for the development of
additional retail businesses as contemplated by the Partners. The Partnership
shall use its best efforts to implement the Annual Business Plan and Annual
Budget and each subsequently approved Annual business Plan and Annual Budget in
accordance with the terms thereof.

                                       8

<PAGE>

                                   ARTICLE VII

                                  DISTRIBUTIONS

         Except as otherwise specifically provided in this Agreement, all
distributions and withdrawals of any Partnership assets shall be made only as
and when determined by unanimous agreement of both Partners and only after the
repayment of any loans made to the Partnership by a Partner as required by the
terms of such loan. All distributions of any Partnership assets, including those
on termination and dissolution of the Partnership, shall be in accordance with
their respective Partnership interests.

                                  ARTICLE VIII

                                 FAILURE TO PAY

                         (a) FAILURE OF A PARTNER TO PAY

         For a period of five (5) years after the execution of this Agreement,
the Partners agree that all additional contributions to the Partnership shall be
in accordance with the terms and conditions of Article III(b) of this Agreement.
After five (5) years, however, if a partner fails in its obligation to pay or
contribute promptly any amount required hereunder to the Partnership, such
obligation shall constitute indebtedness due from such Partner to the
Partnership and shall bear interest at the monthly rate of one percent (1%). In
addition to the right of the Partnership to recover such indebtedness and
interest:

         (i) the other Partner may, but shall not be required to, make such
payment contribution (together with interest thereon) to the Partnership on
behalf of such defaulting Partner, which if made shall constitute indebtedness
due from such defaulting Partner to such other Partner and shall bear interest
at the monthly rate of one percent (1%), and

         (ii) such other Partner may at any time recover from the defaulting
Partner the amount of such debt and interest and may recover any other damages
suffered as a result of such failure to make such a payment or contribution. If
such other Partner elects to apply the provision of Section (b) of this Article
VIII with respect to such failure, the provisions of this Section (a) shall no
longer be applicable with respect to such obligation.

                      (b) CERTAIN CONSEQUENCES AND REMEDIES

         If the amount referred to in Section (a) of this Article VIII that a
Partner shall have failed to pay or contribute shall at any time exceed $10,000
in the aggregate, and such failure (hereinafter in this Section (b) called a
"default") continues for a period of 120 days after notice thereof to the
Defaulting Partner from the other Partner (hereinafter in this Section (b)
called the "Non-Defaulting Partner"), which notice shall state that the
Non-Defaulting Partner elects to have the provisions of this Section (b) apply,
then the remaining Partners who are willing to do so may, but shall not be
required to, make a contribution in excess of their proportionate share, in such
amounts as said Partners may agree among themselves. If they are unable to
agree, then each such Partner who is able and willing to make a contribution
shall have the primary right to contribute that portion of such excess computed
by the proportion which such contributor's Partnership Interest bears to the
aggregate capital interests of all such contributors, and also a secondary right
to contribute any remaining portion of such excess which is not desired to be
contributed by any other Partner in the exercise of his primary right; if there
is more than one Partner desiring to exercise secondary rights, they shall be
entitled to contribute the said remaining portion of such excess in the same
proportion as stated above with regard to primary rights.

                                       9

<PAGE>

         After such contributions are made, each Partner's Partnership Interest
shall be adjusted and determined by dividing the aggregate contributions of all
the Partners to the Partnership since the inception of the Partnership into the
aggregate contribution of each Partner. The resulting quotient with respect to
each Partner shall be the adjusted Percentage Interest of such Partner.

                                   ARTICLE IX

                     RESTRICTIONS ON TRANSFER OF PARTNERSHIP
                                    INTERESTS

                             (a) PERMITTED TRANSFERS

         Neither Partner may transfer, sell, alienate, assign or otherwise
dispose of all or any part of its interest in the Partnership, whether
voluntarily, involuntarily or by operation of law, or at a judicial sale or
otherwise; provided that nothing herein contained shall be construed to prohibit
either

         (i) the transfer of Celex's (a) entire interest in the Partnership to
any corporation 100% of the capital stock of each class of which is owned
directly or indirectly by Celex, or a corporation under common control with
Celex, or (b) the sale of all or substantially all of the assets of Celex or the
sale of all the capital stock of Celex; or

         (ii) the transfer of CEM's entire interest in the Partnership to any
corporation 100% of the capital stock of each class of which is owned directly
or indirectly by CEM.

         In the case of any proposed transfer as described above, such
transferee shall, immediately upon such transfer, become a Partner and expressly
assume in writing the due and punctual performance of all the obligations of the
transferring Partner under this Agreement and consent and undertake in writing
to assume and perform all the obligations hereunder not theretofore performed
and discharged by such Partner and to execute this Agreement and to be bound by
all the terms and provisions hereof; provided further, however, that no such
transfer shall be permitted without the express written consent of the
non-transferring Partner if such transfer would, in the reasonable opinion of
the non-transferring Partner, result in adverse tax consequences to the
non-transferring Partner.

                       (b) CONDITION OF PERMITTED TRANSFER

         Whenever pursuant to this Article IX any transferee is entitled to
become a Partner, the other Partner shall execute an appropriate instrument
admitting such transferee as a Partner.

                     (c) RELEASE UNDER CERTAIN CIRCUMSTANCES

         No transfer or other occurrence referred to above in this Article IX
shall release the transferring party of any obligations under this Agreement
(and such transferring party shall remain jointly and severally liable hereunder
with such transferee corporation) unless the other Partner shall consent
thereto, which consent may not be unreasonably withheld.

                                       10

<PAGE>

                                    ARTICLE X

                             NON-COMPETE PROVISIONS

         (i) After the execution of this Agreement, while CEM shall remain a
Partner and, in order to protect the goodwill of the Partnership for a period of
one (1) year following the dissolution of the Partnership or any purchase of its
Partnership Interest, CEM, George Kuczek, Linda Kuczek and Barry McLaughlin each
agree that they will not engage directly or indirectly through any person or
entity controlled by them in the marketing or sale of any motivational or
self-improvement products other than those of Celex, anywhere (i) in the United
States, or (ii) in any foreign jurisdiction in which Celex is engaged in sales
or marketing activities; provided, however, if the sale of its Partnership
Interest results from a Change in control of Celex, as defined in Article X
above, then the provisions of this Section (d) shall terminate as of the date of
such purchase. Ownership of less than five percent (5%) of the common stock of
any publicly held company shall not be deemed to be a violation of this
Paragraph.

         (ii) CEM, George Kuczek, Linda Kuczek and Barry McLaughlin each
understand and agree that Celex could not be reasonably or adequately
compensated in damages in an action at law for their collective or individual
breach of an obligation under this Article. Accordingly, CEM, George Kuczek,
Linda Kuczek and Barry McLaughlin specifically agree that, in addition to any
other remedies to which Celex may be entitled, Celex shall be entitled to
injunctive relief without any requirement for the posting of any bond to enforce
the provisions of this Section.

                                   ARTICLE XI

         If a Partner fails to cure any default of its obligations under this
Agreement (other than the failure to pay contributions due hereunder as provided
for in Article VIII which failure to make contributions shall be governed by the
provisions of Article VIII), within thirty (30) days after the effective date of
notice of such default, or if the default is of such a character as to
reasonable require more than thirty (30) days to cure, and the defaulting
Partner shall fail to commence to cure the default within said thirty (30) day
period and diligently thereafter to pursue completion of such cure or shall fail
to use reasonable diligence in curing its default after the service of notice,
then the other Partner, by giving written notice to that effect to the
Partnership may cause dissolution of the Partnership as provided for in Article
XII below. If the defaulting Partner disputes the existence of a default, the
Partners shall arbitrate the issue of whether a default exists in accordance
with the provisions of Article XIII hereof.

                                   ARTICLE XII

                         TERM; DISSOLUTION; TERMINATION

                                    (a) TERM

         The Partnership shall continue until terminated in accordance with the
provisions of this Article XII. No Partner shall have the right to and each
Partner agrees not to dissolve, terminate or liquidate, or to petition a court
for the dissolution, termination or liquidation of the Partnership, except as
provided in this Agreement.

                            (b) EVENTS OF DISSOLUTION

         (i)      The Partnership shall dissolve:

                  (A) upon the unanimous written agreement of the Partners to
dissolve the Partnership,

                  (B) upon the ninety-ninth anniversary of this Agreement,

                                       11

<PAGE>

                  (C) upon the occurrence of any of the following: a Partner
becomes insolvent or generally fails to pay, or admits in writing its inability
to pay, debts as they become due, or a Partner applies for, consents to, or
acquiesces in the appointment of, a trustee, receiver or other custodian for
such Partner or any property thereof, or makes a general assignment for the
benefit of creditors; or, in the absence of such application, consent or
acquiescence, a trustee, receiver or other custodian is appointed for a Partner
or for a substantial part of its property and is not discharged within
thirty-days; or any bankruptcy, reorganization, debt arrangement, or other case
or proceeding under any bankruptcy or insolvency law, or any dissolution or
liquidation proceeding is commenced in respect of a Partner and if such case or
proceeding is not commenced by such Partner, it is consented to or acquiesced in
by such Partner or remains for thirty days undismissed.

                  (D) at the option of the non-defaulting Partner, upon a
default of a Partner as provided for in Article XI.

         (ii) Upon the dissolution of the Partnership pursuant to either of
Subsections (b)(i)(A) or (b)(ii)(B) of this Article XII, the Partnership and its
business shall promptly be wound up and terminated. Upon the dissolution of the
Partnership caused by any other event set forth in Section (b) of this Article
XII:

                  (A) the Partner as to whom the event described in such
sections has occurred (the "Withdrawing Partner") shall immediately cease to be
a Partner, and

                  (B) the remaining Partner may send such notices of the
dissolution of such persons and entities as the remaining Partner may deem
appropriate and necessary under the circumstances,

                  (C) the remaining Partner shall settle the business of the
Partnership as promptly as is consistent with obtaining fair market value of the
assets, and the liquidation shall be conducted in compliance with law and sound
business practices; provided the remaining Partner shall be entitled to
determine the sales price and terms of sale of assets of the Partnership in
liquidation. Any Partner may make a bid or tender on any part of the Partnership
assets, provided such bid is consistent with the fair market value of the
Partnership assets.

                  (D) without limiting any other right or remedy of the
remaining Partner (hereinafter in this Subsection (E) called the "Purchasing
Partner"), the remaining Partner shall have the right and option to acquire the
Partnership Interest of the Withdrawing Partner, which option shall be exercised
(if at all) by giving notice to the Withdrawing Partner setting forth the
intention of the remaining Partner to acquire such Partnership Interest, the
purchase price that the Purchasing Partner is willing to pay for such
Partnership Interest and the date (which shall not be earlier than thirty days
nor later than sixty days from the date such notice is given) upon which such
Partnership Interest shall be transferred by the Withdrawing Partner to the
Purchasing Partner. The Withdrawing Partner shall be bound by the provision of
such notice relating to such purchase price and such date, unless within 60 days
after the date of such notice the Withdrawing Partner give the Purchasing
Partner notice that such purchase price is unacceptable. If the Withdrawing
Partner gives such notice as to unacceptability, the purchase price shall be the
fair market value of such Partnership Interest (after taking into consideration
any reduction in the Selling Partner's Partnership Interest or the value thereof
as a result of the operation of or the events described in Article VIII)
determined by arbitration pursuant to Article XI.

                    (c) CONTINUING CONDUCT OF THE PARTNERSHIP

         During the pendency of any arbitration or request for arbitration or of
the enforcement of any claim against a Partner for a breach of or for default
under the terms of this Agreement, the business and affairs of the Partnership
shall be conducted so as to maintain and preserve the value of the Partnership
as a going concern. During any period of winding up, the business and affairs of
the Partnership shall be conducted as to maintain and preserve the assets of the
Partnership in a manner consistent with the winding up of the affairs thereof.
Each Partner will indemnify the Partnership and the other Partner against any
claim, loss or damage to the Partnership or such other Partner which may result
from the Partner's breach of this Section (c).

                                       12

<PAGE>

                   (d) LIQUIDATION AND DISTRIBUTION PROCEDURE

         In the event of any liquidation and distribution as a result of the
termination of the Partnership, the assets of the Partnership shall be
distributed in accordance with the provisions of the Illinois Uniform
Partnership Act except as otherwise provided herein.

                             (e) SURVIVAL OF CLAIMS

         Notwithstanding anything to the contrary contained in this Agreement,
any claim of any Partner against another Partner hereunder and any claim
asserted by any Partner on behalf of the Partnership against another Partner
hereunder shall survive any dissolution or termination of the Partnership.

                                  ARTICLE XIII

                                   ARBITRATION

         Either Partner may cause to be submitted to arbitration of all
disputes, controversies or questions of interpretation arising out of this
Agreement or any breach or default hereunder by giving to the other Partner
notice to that effect. The arbitration shall be held in Chicago, Illinois and
shall be conducted in accordance with the Commercial Arbitration Rules of the
American Arbitration Association as in effect at the time of such arbitration
except as follows. The Partner desiring arbitration shall include in its notice
to the other Partner the name of the arbitrator chosen by it. Within twenty days
after receipt of such notice the Partner receiving notice shall, by written
notice to the Partner desiring arbitration, name the arbitrator chosen by it and
within twenty days after the appointment of the second arbitrator an additional
arbitrator shall be selected by the two arbitrators theretofore appointed;
provided, however, if one of the Partners shall have failed to appoint an
arbitrator as hereinabove provided, the sole arbitrator appointed by the other
Partner shall arbitrate the matter alone. If the two arbitrators shall have
failed to select an additional arbitrator within the above stated time, the
additional arbitrator shall be appointed by the Chief Judge of the United States
Court of Appeals for the Seventh Circuit, acting in his individual capacity, or
in the event of his failure to appoint the additional arbitrator, by the Chicago
Regional Director of the American Arbitration Association. No arbitrator shall
be an employee or former employee of the Partnership, either Partner, or an
Affiliate of either Partner. After their selection, the arbitrators (or sole
arbitrator as the case may be) shall proceed promptly with the arbitration
proceedings and shall come to a decision and shall deliver a written report
thereof to both Partners no later than ninety days after the selection of the
last of their number (or in the case of a sole arbitrator, 110 days after his
selection). Each Partner shall pay the cost and expenses of the arbitrator
appointed by it and shall share equally the other costs and expenses of the
arbitration, including the costs and expenses of the additional arbitrator. The
right of either Partner to seek or obtain any remedy pursuant to this Article XI
shall be in addition to the remedies provided for in Article X hereof and shall
survive the dissolution of the Partnership or the sale and purchase of a
Partner's Interest in the Partnership pursuant to Article X hereof.

                                   ARTICLE XIV

                                     GENERAL

                                   (a) NOTICES

         All notices, demands or requests required or permitted to be given
pursuant to this Agreement shall be in writing and shall be deemed to have been
given when delivered personally or when deposited in the United States Mail,
postage prepaid, by registered or certified mail, with return receipt requested,
addressed as follows:

                                       13

<PAGE>

         If to CELEX, to:

         CELEX Group, Inc.
         919 Springer Drive
         Lombard, Illinois 60148
         Attention:  Timothy C. Dillon

         With a Copy to:

         C. Richard Farmer, Esq.
         Carroll, Hartigan & McCauley, Ltd.
         30 North LaSalle Street, Suite 1200
         Chicago, Illinois 60602

         or at such other address as CELEX may have furnished Scott CEM by
         notice;

         If to CEM:

         George Kuczek
         Celebrating Excellence of Minnesota, Inc.
         Successories Mall of America
         60 East Broadway
         Bloomington, Minnesota 55425

         With a Copy to:
         John Kramer, Esq.
         Dorsey & Whitney
         220 South Sixth Street
         Minneapolis, Minnesota 55402

         or at such other address as CEM may have furnished CELEX by notice.

                                  (b) AMENDMENT

         This Agreement may not be amended except by a written instrument
executed by all Partners.

                               (c) APPLICABLE LAW

         This Agreement and the performance of the Partners hereunder shall be
interpreted, construed and enforced in accordance with the laws of the State of
Illinois and no presumption shall be deemed to exist in favor of or against
either Partner as a result of the preparation and/or negotiation of hereof.

                              (d) ENTIRE AGREEMENT

         This Agreement constitutes the entire agreement between the parties
hereto relating to the subject matter hereof and there are not other
understandings, representations or warranties, oral or written, relating to the
subject matter of this Agreement, which shall be deemed to exist or to bind any
of the parties hereto, their respective successors or assigns except as referred
to herein.

                             (e) FURTHER ASSURANCES

                                       14

<PAGE>

         Each Partner shall execute such deeds, assignments, endorsements and
other instruments and evidences of transfer, give such further assurances and
perform such acts as are or may become necessary or appropriate to effectuate
and to carry out the provisions of this Agreement. All such deeds, assignments,
endorsements and other instruments and evidences of transfer and all other acts
of any kind which are to be as of the date of this Agreement shall be delivered
or taken as soon as possible following the date of this Agreement.

                                (f) THIRD PARTIES

         No person not a party to this Agreement (including any employee of
either Partner or its Parent or the Partnership) shall have or acquire any
rights by reason of this Agreement nor shall any party hereto have any
obligations or liabilities to such other person by reason of this Agreement.

                      (g) ADMISSION OF ADDITIONAL PARTNERS

         Except as provided in Article IX hereof, no additional Partners may be
admitted to the Partnership except upon the unanimous consent of the Partners
and upon such terms and conditions as the Partners may agree upon.

                                (h) SEVERABILITY

         If any provisions of this Agreement or the application thereof to any
person or circumstances shall be invalid or unenforceable to any extent, the
remainder of the Agreement and the application of such provisions to other
persons or circumstances shall not be affected thereby and shall be enforced to
the greatest extent permitted by law.

                              (i) BINDING AGREEMENT

         Subject to the restrictions on transfers and other dispositions set
forth herein, this Agreement shall insure to the benefit of and be binding upon
the undersigned Partners and their respective successors and assigns.

                                  (j) HEADINGS

         The headings of Sections in this Agreement are for convenience only and
are not a part of this Agreement.

                               (k) ATTORNEY'S FEES

         In any Partner or the Partnership commences an action against any other
Partner or the Partnership to interpret or enforce any of the terms of this
Agreement or as a result of a breach by any other Partner or the Partnership of
any terms hereof, the losing (or defaulting) party shall pay to the prevailing
party all reasonable attorney's fees, costs and expenses incurred in connection
with the prosecution or defense of such action, whether the action is prosecuted
to final judgment.

                             (l) EQUITABLE REMEDIES

         In the event of a breach or threatened breach of this Agreement by any
Partner, the remedy at law in favor of the other Partners will be inadequate and
such other Partners, in addition to any and all other rights which may be
available, shall accordingly have the right of specific performance in the event
of any breach and the right to an injunction in the event of any threatened
breach of this Agreement by any Partner.

                            (m) NO THIRD PARTY RIGHTS

         The provision of this Agreement are for the exclusive benefit of the
Partners and the Partnership and no other party (including without limitation
any creditor of the Partnership) shall have any right or claim against the
Partnership

                                       15

<PAGE>

or any Partner by reason of those provisions or be entitled to enforce any of
those provisions against the Partnership or any Partner.

                                   ARTICLE XV

                         REPRESENTATIONS AND WARRANTIES

         (a) Each party represents and warrants to the other that it is a
corporation duly organized and validly existing and in good standing under the
laws of its State of Incorporation and that it has all requisite corporate power
and authority to enter into and perform this Agreement and that its entry into
and performance of this Agreement does not violate the terms of any prior
agreement or violate any order, writ, injunction, decree, statute, rule or
regulation applicable to such Partner. Each party represents that this Agreement
has been duly executed and delivered by it and is a valid and legally binding,
enforceable obligation of such Partner.

         (b) As to the Initial Capital, each Partner represents that there is no
litigation pending or to their knowledge threatened which in any manner affects
the Initial Capital Contributions.

         (c) Each Partner represent that the Initial Capital contributed by it
is not subject to any title defects or encumbrances. Each party represents and
warrants that it has full right, title and authority to enter into the related
documents associated with this Joint Venture Agreement and all related
documentation.

                                       16

<PAGE>

         IN WITNESS WHEREOF, the parties hereto have executed and delivered this
Agreement in the State of Illinois by their duly authorized officers, effective
as of the date and year first above written.

CELEBRATING EXCELLENCE OF               CELEX GROUP, INC.
MINNESOTA, INC.

BY:   _______________________________   BY:   _______________________________

ITS:  _______________________________   ITS:  _______________________________

      _______________________________         _______________________________
      GEORGE KUCZEK                           LINDA KUCZEK

      _______________________________
      BARRY MCLAUGHLIN

                                       17

<PAGE>

                                    EXHIBIT A

CEM:              All assets (except cash, cash equivalents and accounts
                  receivable directly related to CEM's current retail operations
                  in the State of Minnesota including, but not limited to the
                  retail stores in the Southdale Center and Ridgedale Shopping
                  Center. The value of inventory on hand at said retail stores
                  shall be applied against those current outstanding amounts
                  payable by CEM to Celex.

                  All right, title and interest in and to the Area Development
                  and Franchise Agreement dated May 26, 1992 by and between CEM
                  and Celex and relating to the State of Minnesota.

CELEX:            The commitment and ability to secure a retail location in the
                  Mall of America in Bloomington, Minnesota as well as the
                  ability and commitment to secure funding for the Joint Venture
                  and its operations.

                  All right, title and interest in the development rights and
                  franchise rights for the State of Minnesota.

                                       18

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