Vivid is tapping into the trend for adult colouring books with Crayola's new line of adult colouring books and stationery.
The range will launch into the UK next spring to maximise the current awareness around the new creative trend.
Venturing into the adult Arts & Crafts market for the first time, this inaugural adult targeted collection will include a 12 pack of dual sided pencils with 24 colours, 50 pack of pencils and fine line markers all being released in January 2016.
The colouring books will also boast designs created by artists at Hallmark.
“With reports showing that adult colouring offers a therapeutic creative outlet to deal with the stress of everyday life, we are tapping into this growing area with a range of Crayola branded stationery items to appeal to an adult audience” said Leon Jarmolowicz, head of marketing, Crayola UK.
“This move offers a logical step for us in expanding the influence of Crayola products into the Arts & Crafts market, harnessing the sense of nostalgia in adults when it comes to Crayola. It makes perfect sense to offer a more sophisticated range of stationery products packaged and branded to appeal to today’s grown-ups and working with artists from such a renowned company such as Hallmark is fantastic.”