Brit Morin, the Martha Stewart of Silicon Valley, is launching an 'adult coloring book' to be sold in Target

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brit + co coloring book

Brit + Co.

The latest trend in crafting is a throwback to your childhood days.

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More and more adults are turning to creative activities to relieve everyday stress, and for many, that means coloring books. Four of the top 10 bestselling products on Amazon are currently coloring books - three of which were made with adults in mind.

Building off of that success, Brit + Co, the DIY content and commerce site founded by Apple and Google alum Brit Morin, has chosen an adult coloring book as its first retail project.

Dubbed "Pattern Play," the book will be available exclusively at Target and on Brit + Co starting Tuesday morning.

In Brit + Co's annual "The State of the Maker Movement Report," they found that 88% of those surveyed use creative hobbies as a way to de-stress and unplug. With coloring, adults can do that with little commitment and little skill.

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"There's a bigger trend of people being tired of screens. Studies have shown that doing something creative has similar effects on the body and brain as meditation and exercise," Morin told Business Insider. "A lot of people want to be creative, but they maybe feel inhibited because they don't think they're good at it."

brit + co coloring book

Brit + Co

For "Pattern Play," Brit + Co crowdsourced designs from more than 50 different artists and makers from its community. More than 1,400 drawings were submitted through 99designs; those submissions were narrowed down and eventually became a 78-page book.

Morin points out that "Pattern Play" is the first adult coloring book to include crowdsourced drawings.

The drawings range from depictions of donuts and cassette tapes to mesmerizing patterns that they think will be appealing to millennial adults.

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brit + co coloring book

Brit + Co.

Brit + Co partnered with Crayola to manufacture the books, and the brand's crayons, colored pencils, and markers will be merchandised alongside the book.

"This partnership is a terrific opportunity for Crayola and Brit + Co to show our belief that everyone is creative," Kim Rompilla, Crayola's director of platform marketing, said in a press release announcing the project. "Coloring is a classic, creative activity that provides an escape which transforms black and white pages into works of art."

"Pattern Play" can be found in the DIY section of Target stores across the US.

"Target is focusing on creativity as a big part of their messaging," Morin said. "That's why you won't find 'Pattern Play' with the rest of the children's coloring books."

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