On the way to a supplier meeting today I caught Neil Mitchell on 3AW talking about adult colouring. What for many is a relaxing passion, Neil made out to be puerile. He sent out his program producer to ‘research’ the market. This chap when to a WH Smith store near the 3AW studio where encountered a small range of books – seven or eight titles I think.
Check out the range at newsXpress Beers Port Lincoln as of earlier this week. 108 titles – beautifully displayed.
What Mitchell made fun of is a serious pastime for many and a valuable category for engaged newsagents. Sure it is a craze right now and will fade, but it will remain an important activity for plenty.
Mitchell made out it was a new thing when, in fact, many of us have been engaged since last year.
3AW is owned by Fairfax. fairfax supplies newsagents. Mitchell ought to have been better advised and the segment better produced.
We are amazed at the amount of colouring books we are selling and I feel a lot of this is because of the range and price brackets. We are starting to see customers now starting to buy these books for Christmas gifts. We have a supply of art quality pencils and markers which at high prices are selling well because of quality. We are monitoring this section closely but feel it will last well to Christmas. Because we have a bookshop we have access to a wide range of books
further to my comment we suggest ideas to help people introduce the colouring books to the elderly. Sit down and have a cup of tea with their elder and do colouring with them so that it is an easy flow on for the elderly person to go alone. We have introduced the books to special needs students in schools, retirement villages and nursing homes. Next month we are organizing workshops on the books. I have a guy who has studied and taught Mandala in India and a lady who specialises in wellness therapy who will add their skills to the workshops. I am also thinking of adding writing journal skills to this workshop too. The possibilities are endless.