Brands are capitalizing on the trend of stressed adults coloring on their phones

Two years after adult coloring became a trend, brands are taking notice. Companies like Lionsgate, Hasbro and Kellogg’s are buying up ad space inside apps, creating their own coloring apps and designing branded coloring pages.

For Lionsgate’s film “Wonder,” the movie studio went to coloring app Recolor to run a three-month campaign that features a banner ad at the top promoting the available branded coloring pages. When a user taps the banner, a branded page appears with four coloring pages and the movie trailer. Hasbro took a similar approach in Recolor for its October film “My Little Pony.” In September, Kellogg’s ran a campaign featuring 3-D designs of Tony the Tiger and Pop-Tarts that users can color in Recolor. And Marvel made its own coloring app, called Marvel: Color Your Own, featuring characters from its movies.

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