After six decades, this will be the final PSI to take place in Düsseldorf, and the trade show is hoping to leave the city with a bang. With attendees participating from the international promo community, PSI hopes it will be the event where the industry sets the Guinness World Record for “Most Varieties of Brands in a Promotional Merchandise Display.”

Theoretically, a record like this could be fully planned and manufactured beforehand, but this record attempt will be spontaneous and live, fully left to the fate of PSI attendees and exhibitors. None of the products will be collected prior to the event. Instead, everyone will be asked to bring products with visible branded logos, whether they come from their everyday lives, their archives, sample rooms, business fairs or wherever.

This record attempt will be spontaneous and live, fully left to the fate of the PSI’s attendees and exhibitors.”

“In this way, a unique, spontaneous and global brand mosaic will emerge during the event, making the creative power and diversity of the industry visible,” PSI says of the intention for the record.

  • The initial objective going into the event is 250 different brands in a single collective presentation.
  • The Guinness World Records adjudicator on site will supervise, verify all submissions and announce the official result on the final exhibition day.
  • The PSI Show in Düsseldorf will take place this upcoming January 7-9 with attendees expected from all around the globe.
In this way, a unique, spontaneous and global brand mosaic will emerge during the event, making the creative power and diversity of the industry visible.”

World Record Logistics

Anyone attending PSI as a visitor or exhibitor is encouraged to participate in the record attempt by bringing with them in their travels an item to be in the display.

  • Upon arriving at PSI, there will be a “Drop Off Station” where attendees can submit their products and the brand will be verified to ensure that it is clearly visible and not already represented in the display.


Each item will be immediately taken to the display, so the mosaic will continuously grow and evolve in real time. There will be a final verification by the official adjudicator who will confirm whether the record was achieved live on PSI TV. An aerial photograph will be taken to commemorate the record, the display and the moment that all promo advocates came together.

This initiative is far more than a record attempt for us. It is a gesture of appreciation toward Düsseldorf, an emotional conclusion and also a new beginning.”

Petra Lassahn

Director, PSI

“This initiative is far more than a record attempt for us,” says Petra Lassahn, director of PSI. “It is a gesture of appreciation toward Düsseldorf, an emotional conclusion and also a new beginning. What we present here is the essence of our industry, which is built on creativity, sustainability and collaboration.“

Steven Baumgaertner, CEO of Cybergroup International, PPAI 100’s No. 33 distributor, and initiator of the idea for the record, says that it serves as a reminder of the power of physical products at a time when so much attention is thrown at the intangible.

“This world record attempt is a symbol for our industry,” says Baumgaertner. “It shows that promotional merchandise is far more than physical items.

These products are emotional messengers, cultural bridges and the most visible form of active brand communication.”

Steven Baumgaertner

CEO, Cybergroup International

“These products are emotional messengers, cultural bridges and the most visible form of active brand communication.”