I like the branding Newslink stores are using for their adult colouring titles: Colour Me In. I think it is important to bring together all related adult colouring products under a common brand as it defines your narrative.
WH Smith does this in the UK with their Explore a world of colouring branding. newsXpress does this with Colour Your World poster, shelf strip and digital marketing collateral provided to members.
Putting relevant stock on the shelf is part of what we have to do as retailers. Telling a story to encourage customer engagement is key, especially with so many retailers offering these products. This is where proactive groups play a key role – along with providing access at preferential pricing.
Newsagent retail businesses have evolved without having to be as retail savvy as other retailers thanks to the terrific traffic in decades past from newspapers, magazines and lotteries. Now, with those products available in other retail channels, we have to be better retailers. How we are handling adult colouring is an example of this.
I have no doubt that newsagents who tell a story with a sub-brand like this will do better.