Yeah most coloring books nowadays are put out by the artists themselves, they get a copyright use deal like T-shirt/clothing does and go to independent publishers that way they are in control and don't have to pay the printer/publisher etc a cut, and can get their books started cheaper start with a 50-100K run then add as they sell.
I don't really know of any big coloring book publishers anymore, the one that does the llama llama coloring books and activity books Benton? they are but they aren't really coloring books exclusively.
With technology so much has changed in that area.
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