Bigger, faster, fresher – how Guinness World Records is adapting to a born-digital generation

What used to be a reference book for settling a pub argument is now a multimedia brand with strong appeal among children, who are engaged not just by the annual print publication but also a by slew of online content.

“It’s that mix between the fun and the surprising and the educational that we try to balance and that seems to work well for us” – Nicholas Brookes, Head of Marketing at Guinness World Records.

For generations, Christmas was a time for turkey and sprouts,...