Guinness World Records launches licensing drive

Teams in London, Tokyo and New York to expand merchandising and promotional opportunities.
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Guinness World Records has created a new licensing department, charged with developing the brand into the consumer products and promotional licensing areas. The teams will be based in London, New York and Tokyo.

The GWR licensing department will look to expand on the success of the annual book, which has sold more than 100 million copies across the world since 1955.

Initial consumer products categories will include publishing, toys and games, mobile content, DVDs, interactive, stationery and paper goods, plus gift and novelty items. GWR will further develop its trademark and logo licensing business for various sponsorship and promotional events and partnerships.

The creation of the department will build on the licensing business which previously developed partnerships with TT Games for a video game on Nintendo Wii and DS, content licensing with National Geographic Kids Magazine, publishing lines with Scholastic and other product licences with Egmont, American Greetings and Franco Panini.

Based in New York, Jennifer Gilmour will head the North American markets; in London, Beatriz Fernandez (pictured) will handle markets outside of North America and Japan; while in Tokyo, Erica Ogawa will head the Japanese market. Global initiatives will be managed by Frank Chambers, international sales director, in London.

International licensing manager, Beatriz Fernandez, said: “One of the strongest commercial values that Guinness World Records offers world-leading companies is true international reach. With this global team in place, we will be able to respond to the growing demand for our product and promotional licences, which have rapidly increased in recent years."

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