The Brief
Fearless Toys, a high-tech toy and robotics company from Israel, together with US company Breaking Toys, design spinning tops with the ability to spin non-stop for more than 24 hours with no assistance.
The companies wanted to activate a campaign that would both generate awareness of the brand as well as showcase the tenacity of their product that they plan to launch globally in 2018.
The Solution
Fearless Toys and Breaking Toys decided to partner with Guinness World Records (GWR) due to the brand's prestige and global awareness, hoping that a Guinness World Records title for their product will generate sales.
Fearless Toys used GWR’s Creative Record Consultancy to find the record title that best fit their campaign vision, landing on the Longest-running mechanical spinning top (prototype) title, as it would perfectly display the performance level of their LIMBO product.
Fearless Toys partnered with Tadiran Batteries, who donated batteries for the record attempt.
Following their successful attempt which resulted in a time of 27 hours, 9 minutes and 24 seconds, the companies also purchased Guinness World Records licensing, to push out their product and help generate brand recognition in their key territories by utilising the GWR branding in their pre and post press and marketing materials.
"Ever since I was a little boy, Guinness World Records, to me, was the highest authority of something that is truly extraordinary. Today, I’m proud to have LIMBO recognised for being Officially Amazing."
