Bender Helper Impact

NEW YORK, NY – With 98% brand awareness, Guinness World Records, the global authority on record-breaking achievement, is a name that is recognized in all corners of the Earth.  In an effort to capitalize upon this awareness and a unique blend of authoritative and entertaining values Guinness World Records announces the creation of a new licensing department that will be charged with developing new opportunities in consumer products and promotional licensing.  The teams will be based in the Guinness World Records headquarters in London as well as in New York City and Tokyo.

The Guinness World Records™ licensing department will expand on the success of the annual book, which has sold more than 100 million copies across the globe since 1955. Fans range from 7-70, but the target is focused on kids aged 7-15.  With each generation, Guinness World Records creates a new fan base that is eagerly awaiting the new edition, memorizing facts and dreaming of their own record breaking attempts.

Initial consumer product categories targeted for partnership will include publishing, toys and games, mobile content, DVD’s, Interactive, stationery and paper goods and gift and novelty items.  Guinness World Records will further develop its trademark and logo licensing business for various sponsorship and promotional events and partnerships.  The creation of this department will build on the licensing business that previously developed partnerships with TT Games for an interactive videogame on Wii and DS, content licensing with National Geographic Kids Magazine, publishing lines with Scholastic, and other product licenses with Egmont, American Greetings and Franco Panini.

“This is the next logical progression for the Guinness World Records brand,” said Samantha Fay, Senior Vice President Sales and Marketing. “We have a great commodity in this name and all that it represents, but we need to be mindful stewards of its legacy. Our teams will focus on developing partnerships that are organic with the brand and will be accepted by our fans.”
 
Based in New York, Jennifer Gilmour will head the North American markets; in London, Beatriz Fernandez will head all markets outside North America and Japan; in Tokyo, Erika Ogawa will head the Japanese market.  Global initiatives will be managed by Frank Chambers, International Sales Director in London.


About Guinness World Records
Guinness World Records is the universally recognized authority on record-breaking achievement. First published in 1955, the annual Guinness World Records book is published in more than 100 countries and 25 languages and is the highest-selling books under copyright of all time with more than 3 million copies sold annually across the globe. Guinness World Records celebrated its 50th anniversary edition in 2004, a year after the sale of its 100 millionth copy. Guinness World Records also annually publishes the Gamer’s Edition; a records book devoted solely to the world of computer gaming and high score record achievements. The Guinness World Records website (www.guinnessworldrecords.com) receives more than 11 million visitors a year. Guinness World Records is part of the Jim Pattison Group, one of Canada’s largest privately owned companies which is a conglomerate of interests, including advertising, broadcasting, grocery stores and automotive retailing.