Donning matching white wigs and moustaches, 404 people set a new Guinness World Record for the "largest gathering of people dressed as scientist Albert Einstein" in Toronto, Canada, on Tuesday, according to organisers of the Einstein Legacy Project, which is an initiative to encourage innovation. They beat the previous record of 99 participants. The event also marked the start of "The Next Einstein" online contest, which awards C$10,000 (S$10,400) for an idea that will make the world a better place.