Comics and colouring books have been staple pastimes for generations of kids. And while some adults enjoy graphic novels such as Batman, Watchmen and others, few have considered settling down with a colouring book and crayons.

Not anymore. Colouring books for adults have become the in-thing. It goes without saying that many are beautifully designed and produced, with complex colouring challenges from the natural world – forests, flowers and animals – as well as cities and the human world, celebrities and more fantastical themes.

It’s a growing business. A recent article at the Guardian says, ‘last year in France the combined colouring-in industry sold 3.5m books… Amazon’s top 10 best-seller list currently contains four colouring books for adults.’

Colouring can be a great way to de-stress too. Independent online quotes London Art Therapy Centre director, Hephzibah Kaplan: ‘When choosing a colouring-in book with more complex or abstract images the convention is generally to keep different colours within different lines. This requires a relaxed focus… so a bit like repeating a mantra where repetition is a means to relaxation, colouring-in is also a type of meditation. When focusing deeply… other anxieties become less present, less pervasive.’

Experts claim adult colouring books are especially popular with shift workers or people that struggle with switching off. Artistic pursuits are generally acknowledged as offering therapeutic qualities and, without the need for hard artistic ability, colouring books could supplement more traditional pastimes such as reading or listening to music.

At Arcadia we are constantly looking for new promotional product ideas and trends, so with a growing range of adult colouring books becoming available, we can see it being an industry that will fit well within the realm of promotional product marketing.

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Jason Markwick

Having worked in Promotional Merchandise for the last 25 years I have been exposed to all aspects of the industry. Starting out as an account manager working with some of the worlds leading brands, I have learnt to understand the needs of a client, manufacturing processes, and what it takes to deliver a successful promotional campaign that is on brand, on time and within a given budget.