The media company behind Thomas the Tank Engine, Sooty and Captain Pugwash has snapped up the rights to the Guinness Book of Records.
Gullane Entertainment, based in Southampton, has bought the Guinness World Records business from drinks group Diageo for £45.5 million sterling.
Although Diageo owns the Guinness brewing business, Gullane will keep the name for use with the world records title. A spokesman for Gullane said the deal was a major coup.
Gullane wants to broaden the range of television programmes linked to the Guinness Book of Records, including more live record-breaking events.
The company also wants to increase the number of licensed products targeted at the brand's core market of eight to 13-year-old boys.
The book is now sold in more than 77 countries and in 38 different languages. Guinness World Records has a turnover of just over £23 million and profits of £6 million.
Diageo put the business up for sale in March and it could be the first in a line of disposals. Other empties the drinks group may sell-off include its Burger King franchises and high-street off licence Oddbins.
Created by the merger of Guinness and GrandMet in 1997, Diageo is the world leader in wines and spirits - owning Smirnoff, Johnnie Walker, Gordon's and Baileys.
It stocked up still further last year, when it linked up with Pernod Ricard to buy Seagram's wine and spirits business for $5 billion (£3.5 billion) and the group now wants to tidy up its operations.