Hot Activity Book Sector Offers Screen-Free Fun
Cozy coloring books, licensed titles, and early learning workbooks are driving growth in the children’s market
Stressed and cell phone–fatigued kids—and adults—are increasingly turning to cute coloring books and other activity books for screen-free, relaxing, hands-on fun. The category was a growth driver within the children’s market in 2025, according to Circana Bookscan, with print sales reaching 16.7 million units—up 18% from the prior year and outpacing overall children’s growth of 3%. Those trends continue, with unit sales tracking 18% above prior-year levels through May 23, 2026.
“Families are diligent about balancing digital learning with tactile activities that encourage focus, creativity, and independence,” says Karen Edwards, editorial director of educational resources at Workman Kids. “Activity books are portable, accessible, and can be used at home or in the back of a car while traveling. They’re just such a versatile, valuable resource.”
Cozy coloring books, which feature simple drawings and a kawaii-influenced art style, have seen a spike in all-ages appeal. Coco Wyo—one of coloring books’ leading brands, created by an artist collective in Vietnam—joined Random House in 2024 after self-publishing since 2020. Popular titles in the program, which are overseen by Random House Children’s Books SVP and publisher Michelle Nagler, include Cozy Christmas (2024) and Girl Moments (2026).
A quarter of all coloring books sold in the U.S. this year have been Coco Wyo titles, according to Circana Bookscan figures supplied by Chris Angelilli, SVP and editor-in-chief, licensed publishing, at Random House. “This is amazing, considering that these books don’t feature white-hot licensed properties,” he says. “They’re designed to offer comfort and relaxation, which is something we all need right now.”
Thunder Bay Press is releasing four core titles under the cozy-coloring banner this year, plus a licensed title tied to the Star Wars universe. Cozy Nightmare Glow-in-the-Dark Coloring falls into the currently popular “creepy cute” style, while the others are described by Peter Norton, VP and publisher, as “just cuteness overload.” All are glow in the dark, a unique spin within the category.
Penguin Random House has seen robust sales of its licensed coloring and activity (C&A) titles. “I suspect part of it has to do with the continued concern about screen time for children,” Angelilli says. “And, let’s face it, coloring and activity books are a great distraction. Another big part is the amazing popularity of the licenses themselves.”
A case in point: Netflix’s wildly popular KPop Demon Hunters. Penguin Random House’s current and upcoming C&A releases include KPop Demon Hunters: The Official Deluxe Coloring Book (Random House Worlds), a Mad Libs title (Penguin Young Readers), and a variety of formats from Random House Books for Young Readers, including a cozy coloring book, a paper doll book, and the KPop Demon Hunters Official Would You Rather?
Angelilli notes that evergreen licenses such as Minecraft, Paw Patrol, and Super Mario Bros. are also doing well, and the company has brought its Ms. Rachel license into activity books, targeting younger-than-usual readers for this category.
Pokémon sticker books have also been top sellers. Most of the Pokémon Company International’s C&A formats come from Pikachu Press, its in-house imprint. Examples include Pokémon Epic Sticker Collection: From Kanto to Paldea (3rd ed.) and Pokémon: The Official Mega Evolutions Sticker Book.
“Activity books, sticker books, and pop-up books continue to be standout categories, serving as key drivers of our publishing business,” says Heather Dalgleish Parker, senior director of original merchandise. She credits the strength of the property as well as its fit with the category, saying, “There is an incredible amount of creative inspiration for children and families to engage with.”
Early learning is another sector to watch. “Parents and caregivers are looking for resources to do more than simply occupy their children’s time,” Edwards says. “They want books that encourage curiosity, build foundational skills, and create meaningful moments of engagement.”
Recent releases include My First Paint by Sticker: Nursery Rhymes and the bilingual My First Seek and Learn at Home/Mi primer musca y aprende: en casa. “The educational concepts remain the same, but the way we approach the learning, and the way we are doubling down on providing engagement for the child, is growing and evolving,” Edwards says.
Innovation is key to propelling this category. “Coloring and activity books are consumable, and you have to understand that this audience is insatiable,” Norton says. “We try to raise the bar and give them something they didn’t expect.”
