Coloring books have once again taken over the Brazilian publishing market. According to the ranking of May best-sellers by PublishNews, a specialized portal, nine of the 20 titles are from this segment. In the top positions is Bobbie Goods, a publication that has become a phenomenon on social media and is a symbol of a new wave focused on well-being and creativity.

Created by American illustrator Abbie “Bobbie” Goveia, the Bobbie universe uses delicate lines, a retro style and a soft color palette, with cozy situations like picnics, bakeries and cute animals. The idea is to provide a peaceful experience. Among the most popular characters are Momo, the dog who loves to sleep, and Pierre, the bear of few words.

Bobbie Goods Coloring Book arrived in Brazil in 2024, published by HarperCollins, and has already sold over 150 thousand copies between November 2024 and March 2025 according to Nielsen BookScan. After the initial success, new collections like Cozy Days and Cozy Nights were launched.

From Hobby to Profession

This is not the first time that coloring books have gone viral. In 2015, Secret Garden was a success among adults. But now, this practice has gone beyond that. Alcohol-based markers have become an essential item, with kits of up to 320 colors being sold. In addition, profiles dedicated to coloring have gained millions of views on the internet, with live broadcasts, workshops and online courses.

So far, four editions of Bobbie Goods have been launched in Brazil: This & That (Isso e aquilo), Fall-Winter(Dias frios), Day to Night (Do dia pra noite) and Spring-Summer (Dias quentes). Other publishers are already following the trend, launching their own collections.

Sources: CNN Brazil, Exame, PublishNews and O Povo.

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