Guinness World Records teams up with KidZania, Creation Station and Twinkl

Guinness World Records  is implementing three educational initiatives this October to support school age children.  Themed around a myriad of Guinness World Records content, activity will encourage children to ‘power their curiosity’ and learn amazing record-breaking facts both inside and outside of the classroom.  GWR will partner with three leading educational brands – KidZania, Creation Station and Twinkl.

The largest of the activations will be with KidZania in Westfield shopping centre, West London, over the half term holidays (26th-27th October).  An interactive, branded pop up will be created which will house an ‘Adjudicator Bootcamp’ for visiting families.  The activity will inspire children to get involved in GWR adjudicator challenges as well as educational and fun workshops.
Participants will have the opportunity to engage in fun training activities, review official record attempts and learn how to measure, weigh, count and time – just like an official GWR adjudicator.   Children will even have the chance to be suited and booted like an adjudicator with a jacket, clipboard and instruction sheet.  Activity will be supported by digital and social media outreach via GWR and KidZania channels as well as blogger and influencer engagement.

Creation Station
Guinness World Records is also working with franchise, the Creation Station this month to provide schools across the country with Robotics Workshops, using content from the Guinness World Records 2020 book.  50 workshops are already confirmed to be taking place with activity encouraging children to engage with science, technology, engineering, arts and mathematics. The activity will enable children to build their very own battery powered robot and will be supported by online promotions to increase outreach to families with school age children.

Additionally, GWR will partner with Twinkl, a provider of teaching materials and the trusted home of teacher-created planning and assessment resources.  GWR will support Twinkl with its latest campaign which helps teachers to develop a growth mindset in their classrooms – enabling children to see their mistakes as opportunities for learning.  Activity will focus on the fact that many of GWR’s record holders had to work hard to achieve their world record and did not succeed on their first attempt. Twinkl will be creating and hosting Guinness World Records’ growth mindset activities, a quiz, challenge activities, posters, word searches and research activity.

The initiatives will support GWR’s current ‘Power Your Curiosity’ brand campaign which aims to strengthen its positioning as an inspirational, entertaining and educational modern brand.  They will also help to drive sales and engage families with the content of the new Guinness World Records 2020 Book which was launched in September.

Nicholas Brookes, head of marketing EMEA APAC, Brand and Content, Guinness World Records comments:
‘We are delighted to be working with KidZania, Creation Station and Twinkl on these great initiatives which we hope will support children’s learning both inside and outside of the classroom.  Whether it’s an activity based around the inspiring facts in our books – or a commercial campaign which uses record breaking to build awareness for an educational product or event – our content is a great platform for powering the curiosity of the next generation.

Guinness World Records Creative Consultancy works with hundreds of brands and businesses every year to create award-winning and authentic campaigns with record breaking at their heart.  By harnessing the power of record breaking, brands can inspire people and turn marketing campaigns, employee-engagement programmes, live and experiential events into award winning activations.

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