Colouring craze poses headache for crayon makers.
Colouring books for grown-ups may be the new lifestyle craze, promising ways to combat stress, unleash our creative spirit and generally take time out from our increasingly tech-frazzled, gadget-obsessed lives. But for the makers of crayons and colour pencils, the trend also poses a fundamental strategic question: is the current boom in demand just a passing fad or is it a new sustainable trend?
“I dream about crayons at night,” says Andreas Martin, who manages a factory of the manufacturer Staedtler in Nuremberg, southern Germany.
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