Since the release of a coloring book for adults last year in April, coloring, an activity traditionally associated with young children has become a hit among the unexpected. The activity is especially popular among women between ages forty and seventy, but fans in general range as young as eleven to as old as ninety-five. The surprisingly wide target market has attracted businesses looking for new opportunities. Bookstores have been holding coloring book fairs in response to the unprecedented high demand for a wide range of coloring books. Its popularity has affected even the gaming industry with a coloring game waiting to be released this July.