The marketing team at Flair were busy helping almost 1,000 children create a new world record for the longest Plasticine sculpture last weekend.
The 426.55 metre snake - called Sandy Lucas - was created at the V&A Museum of Childhood in London. Flair is hoping it has beaten the world record, although its attempt is currently unofficial and will take a while to be adjudicated by Guinness World Records.
Guinness World Records had set a length of 300 metres to beat, although that point was passed with ease at 11.40am on August 10th, when sisters Kayla (5) and Lyssa (2) added their part to the snake.
After the required distance was passed, children continued to build the snake until it reached its final length using 77.9kg of Plasticine in the process.
Sarah Stickland, brand manager for Plasticine, said: "This was a great exercise for Plasticine - the children came from all over the world to take part, some making a special trip just for the event. The creativity shown by the children knew now bounds and we would like to thank everyone involved for their efforts."