UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                   FORM 12b-25

                           NOTIFICATION OF LATE FILING

SEC FILE NUMBER: 0-21878                             CUSIP NUMBER: 828815 10 0

(Check One):

[X] Form 10-K and Form 10-KSB [ ] Form 20-F [ ] Form 11-K [ ] Form 10-Q
and Form 10-QSB [ ] Form N-SAR

FOR PERIOD ENDED: December 31, 2004

      [ ] Transition Report on Form 10-K

      [ ] Transition Report on Form 20-F

      [ ] Transition Report on Form 11-K

      [ ] Transition Report on Form 10-Q

      [ ] Transition Report on Form N-SAR

      For the Transition Period Ended:

Read Attached Instruction Sheet Before Preparing Form. Please Print or Type.

Nothing in this form shall be construed to imply that the Commission has
verified any information contained herein.

If the notification relates to a portion of the filing checked above, identify
the Item(s) to which the notification relates: N/A



PART I--REGISTRANT INFORMATION

Full Name of Registrant: Simon Worldwide, Inc.

Former Name if Applicable: Cyrk, Inc.

Address of Principal Executive Office: 5200 W Century Boulevard, Los Angeles, CA
90045

PART II--RULES 12B-25 (B) AND (C)

If the subject report could not be filed without unreasonable effort or expense
and the registrant seeks relief pursuant to Rule 12b-25(b), the following should
be completed. (Check box if appropriate)

[x] (a) The reasons described in reasonable detail in Part III of this form
could not be eliminated without unreasonable effort or expense;

[x] (b) The subject annual report, semi-annual report, transition report on Form
10-K, Form 20-F, 11-K or Form N-SAR, or portion thereof will be filed on or
before the fifteenth calendar day following the prescribed due date; or the
subject quarterly report or transition report on Form 10-Q or portion thereof
will be filed on or before the fifth calendar day following the prescribed due
date; and

[ ] (c) The accountant's statement or other exhibit required by Rule 12b-25(c)
has been attached if applicable.

PART III--NARRATIVE

State below in reasonable detail the reasons why Form 10-K and Form 10-KSB,
20-F, 11-K, 10-Q and Form 10-QSB, N-SAR, or portion thereof could not be filed
within the prescribed period.

The Company and the accountants have not had the opportunity to complete their
final review of the Company's 2004 Form 10-K.



PART IV--OTHER INFORMATION

(1) Name and telephone number of person to contact in regard to this
notification:

      Terry Wallock
      (310) 417-4669

(2) Have all other periodic reports required under section 13 or 15(d) of the
Securities Exchange Act of 1934 or section 30 of the Investment Company Act of
1940 during the preceding 12 months or for such shorter period that the
registrant was required to file such report(s) been filed? If the answer is no,
identify report(s).

      [X] Yes   [ ] No

(3) Is it anticipated that any significant change in results of operations from
the corresponding period for the last fiscal year will be reflected by the
earnings statements to be included in the subject report or portion thereof?

      [X] Yes   [ ] No

If so: attach an explanation of the anticipated change, both narratively and
quantitatively, and, if appropriate, state the reasons why a reasonable estimate
of the results cannot be made.

During 2004, and in connection with the Company's settlement of its litigation
with McDonald's and related entities, the Company received net cash proceeds,
after attorney's fees, of approximately $13 million and, due to the elimination
of liabilities associated with the settlement of $12 million, the Company
recorded a gain of $25 million.



SIMON WORLDWIDE, INC. has caused this notification to be signed on its behalf by
the undersigned thereunto duly authorized.

Date: April 1, 2005                 SIMON WORLDWIDE, INC.

                                    By: /s/ J. Anthony Kouba
                                        ---------------------------------------
                                        J. Anthony Kouba
                                        Executive Committee Member and Director