At independent UK publisher Michael OMara, which has sold almost 340,000 adult colouring books to date, Head of Publicity, Marketing and Online, Ana McLaughlin, attributes the craze to the way the category has been reimagined as a means of relaxation.

At independent UK publisher Michael OMara, which has sold almost 340,000 adult colouring books, Head of Publicity, Marketing and Online, Ana McLaughlin, says the craze is due to the way the category is now sold as a way to relax.
