The book, which has had a makeover to celebrate the new decade, features an electrifying new cover, packed with 11 chapters of new, updated and classic superlatives and hundreds of never-before-seen images – including a feature chapter on remarkable robots!

Forming part on an exciting multi-channel campaign that includes a brand new cinema advert, Spider will be executing a mix of awareness and traffic driving activities using a blend of content, paid social and influencers.

“We absolutely thrilled to be working with such an iconic brand. The Spider Team went on a trip down memory lane working on this brief – recalling fond memories of receiving the book at Christmas and being totally enthralled by the amazing world we live in. We can’t wait to spark nostalgia in key book-buying audiences and ignite the curiosity of children across the UK”.

Connie Suggitt, Content Manager at Guinness World Records, said: “We chose to work with Spider as they instantly understood our audience objectives and presented creative and well-rounded ideas with passion and excitement. We’re looking forward to working with the team to deliver a successful campaign.”