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With high-end offerings stretching into the $15 range and beyond, boasting heavy paper stock to avoid marker bleed-through and perforated pages that allow the consumer to cut and possibly frame finished images, what Leder at Penguin refers to as a “hobby” is distinguishing itself as a pursuit with loftier goals. “Coloring is a stepping stone to an array of beginner crafts,” says Karen Cooper, F+W v-p and publisher of lifestyle, crafts, and design. “There’s something very satisfying about being able to creatively express oneself without much instruction, time, or effort.” Also contributing to the proliferation of coloring books among adults: the number of outlets that welcome such titles. “Both Michael’s and Barnes & Noble gave strong support early on,” Glasser says. “Once you’ve opened those markets, you can go to bigger stores: Target, Walmart, then on to grocery chains and gift shops.” And the biggest surprise, he says, is the number of office supply chain stores that display the books beside their more traditional stock of colored pencils and markers—the only tools a coloring book enthusiast requires.
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