The 12th annual Guinness World Records Day is being celebrated all over the globe today with upwards of 600,000 people hoping to secure their place in the history books.
In Berkshire, UK, Simon Berry and Experience Days marked the day in a quintessentially British fashion by enjoying a nice cup of tea.
However, 24-year-old Simon Berry is a thrill seeker and decided to attempt the Highest bungee dunk ever – a title which saw the challenger throw himself from a platform at Bray Lake Watersports and aim a chocolate hobnob into a mug of tea, just as the bungee rope reached full extension.
Simon Berry and Experience Days smashed the record with an incredible 73.41 metres (240 ft 10 in) bungee dunk, significantly bettering the previous record of 60.553 metres (198 ft 8 in) that was achieved by Ron Jones (USA) in 2013.
Official Guinness World Records adjudicator Sofia Greenacre was on hand to officiate the extreme challenge and was thrilled to announce it a soaring success.
Craig Glenday, Editor-in-Chief of the Guinness World Records 2017 Edition also attended the event to check out the incredible attempt.
Guinness World Records Day was first launched to celebrate the day the Guinness World Records book sold its 100 millionth copy.
Keep up with all of the events taking place on Guinness World Records Day 2016 with our live blog.