Guinness World Records Gets Into Licensing

Guinness World Records hopes to generate a record number of consumer impressions with the creation of a new licensing department that will develop opportunities in consumer products and promotional licensing.

“This is the next logical progression for the Guinness World Records brand,” said Samantha Fay, svp of 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.”

Initial categories will include publishing, toys and games, mobile content, DVDs, interactive, stationery and paper goods, and gift and novelty items. These categories will help broadened Guinness World Records’ existing program, which already includes 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.

Development of the company’s trademark and logo licensing business for various sponsorship and promotional events and partnerships is also in the works.

The licensing teams will be based in the Guinness World Records headquarters in London, as well as in New York and Tokyo. Jennifer Gilmour, based in New York, will head the North American markets.