The big business behind adult colouring craze
Grown-ups have become drawn into this trend, which has now become big business for publishers, writes Sarah Halzack
SecretGarden:An InkyTreasureHuntandColouringBook, began burning up best-seller lists with its detailed images of topiaries and flowers, and its Where’sWaldo- esque challenge to find hidden items in the many elaborate illustrations.
Basford and other authors have attracted legions of enthusiasts who are looking to de-stress, who see scrawling away at an image of a tree or animal as a low-key, low-stakes way to channel imagination or to keep their hands busy while they let their minds wander.
“It’s nostalgic, and it’s a bit old school,” said Mary Amicucci, chief merchandising officer at Barnes & Noble. “It reminds people of their childhood.”
Indeed, Elizabeth Himeles, 26, said she has taken up colouring as a way to tap into some of the creativity she used when she attended art camp as a kid
“I don’t have a lot of time in life to do big craft projects, and sometimes I just want to unwind and not do something super active.”
Himeles said it’s not unusual for her to spend up to two hours a week colouring, and sometimes up to four hours when she gets together with the colouring group she organised in the Boston area.
“A lot of the people who come to my meet-ups are really interested in the idea of unplugging and being more mindful,” Himeles added.
It’s not clear whether the rise of adult colouring books has come at the expense of sales in other categories, but the impact of the craze can be seen in various corners of the retail industry.
Barnes & Noble has said that strong demand for adult colouring books and artist supplies provided a boost to the chain’s total sales in the last three quarters. Wal-Mart, meanwhile, moved in November to add a dedicated four-foot section for adult colouring books in 2 000 of its stores. Target started carrying adult colouring books in 1 300 stores in August and within months rolled them out to the rest of the chain. Initially, the big-box retailer was carrying only four titles in stores, but this month, it’ll be up to 40.
Janine Klein of Washington said she’s long dabbled in colouring as a way to blow off steam since, as a nanny, she often has colouring books at arm’s reach.
But she’s been grateful for the new wave of grown-up titles, including one she’s bought for herself and several friends, called UnicornsareJerks.
“It helps to not have to colour princesses or Disney characters,” Klein said.
But others are perplexed by grown-ups taking cues from the kindergarten crowd. Robrt Pela, a writer who also curates a contemporary art gallery in Arizona, is among that group.
“I’m a snob. But I’m also an adult, one who remembers when adults relaxed with bourbon, not Crayolas and an outline of MyLittlePony,” he wrote in an article in the Phoenix New Times.
It seems likely that the retailing and publishing industries will keep looking for ways to capitalise on the colouring craze this year.
Amicucci said she believes this marks the beginning of a broader trend toward personal expression, and she said Barnes & Noble will be investing in similar categories such as painting, calligraphy and illustration.
Michaels, meanwhile, moved during the holiday season to put out colouring book-style note cards that Farrajota said you can “personalise and send to your bestie and wish her a happy birthday. Colouring in is not just about the book anymore”.
And Farrajota would know. In her office, she has framed and wall-mounted her own colouring-book illustration of a horse. – The Washington Post