Coloring books for adults make pencil manufacturers dream

"We have invested in certain equipment and extended working hours," says Carole Hübscher, head of Caran d'Ache. Relocating abroad to increase production is out of the question for the traditional Swiss company, she added. Other manufacturers of crayons are also currently riding a wave of success. "I'm already dreaming about the crayons at night," says plant manager Andreas Martin from the German company Staedtler. Almost from one day to the next, the demand for Fineliners has literally exploded. Sales have risen sharply. Competitors Stabilo and Caran d'Ache have also reported this. "These are pen models that we've had in our range for a long time, but demand has been stagnating for years," says Staedtler plant manager Martin. "And now every day there are new reports of what we need. It's unbelievable." Staedtler boss Axel Marx is naturally delighted. Coloring is "a wonderful activity to switch off, you can really let off steam," he praises. In some countries there is a real "hype" - the USA, South Korea, Great Britain.

"Remarkable"

The pen manufacturer increased its turnover last year by a whopping 14% to 322 million euros. "Remarkable in times of digitalization," says Marx. At competitor Schwan Stabilo in Heroldsberg, Bavaria, fiber-tip pens with a particularly fine point are also a big hit. "In all European markets and also globally", coloring books for adults are a particular trend, says Head of Marketing Horst Brinkmann. Stabilo's 15 fineliners plus book set "Kreative Auszeit" is already in its second edition. Brinkmann also reports a "significant double-digit" increase in sales.

However, the coloring boom also presents companies with difficult decisions - to invest or not? "We are trying to find the right balance," says Staedtler plant manager Martin. First of all, the company is trying to "tease something out of working hours". Staedtler now also produces on Saturday mornings and at night. The 350 employees have been joined by around 30 temporary workers. Then comes the technology, as Martin says. A fineliner machine costs around 300,000 euros. Staedtler will purchase it in the hope that the machine can one day be converted to other fiber-tip pens. Caran d'Ache, founded in 1924, firmly believes in its future regardless of trends: "There is no reason why writing and drawing should die out," explains Hübscher. Staedtler boss Marx does not want to rely on this alone: "We are keeping our fingers crossed" that the boom will continue. (SDA)