Inside the lines: Hallmark’s Millionmaker Challenge

Craig Lomas
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Many years have passed since I used to sit contently crafting and colouring in as a child. However, over recent months, the trend for adult colouring books has accrued mass appeal across ages and generations. As a nation we lead much busier lives, juggling work, friends and family. It’s therefore important to set aside well earned down time and to recapture some of the energy of our childhoods.

Harking back to my youth, I find painting and drawing very therapeutic and also a great outlet for creativity. Whether you have a spare five minutes, or a decadent half an hour, colouring in can be a great way to wind down – it was the only time I ever stayed quiet as a child.

With this growing trend, Hallmark has cleverly launched a new adult-based colouring book – but with a twist. As part of the Millionmaker Challenge, they aim to raise £10,000 over a 6 month period through sales of their own novelty colouring in book for adults, with full proceeds going to the Prince’s Trust. The competition is UK-based and is provided to help its participants learn valuable business skills, alongside motivating employees.

The team at the forefront of this campaign comprises nine people: Emma Roberts, Craig Malcolm, Leoni Gostelow, Emily Arrowsmith, James Normington, Chelsie Setterington, Louise Sherwood, Faye Atkins and Steve Burnett. Their passion and commitment to this venture is evident, in that all work for this challenge is managed out of working hours.

The participants in the Millionmaker Challenge are from a variety of companies, with the sole aim of getting £1,000,000 to transform the lives of disadvantaged young people around the country.

To kickstart the challenge, the Hallmark team had to pitch for and secure seed funding of £1,500 from The Prince’s Trust ‘Dragons Den’. As part of this, they had to give a presentation to entice a team of Prince’s Trust ambassadors, along with a business plan.

The adult colouring book which resulted is called Don’t Judge a Book by Its Cover. This beautifully illustrated book has countless images to colour in and at just 8’’ x 6’’ , it is hand-sized and easily transported during busy commutes or holiday travel.

The illustrations, when coloured in, make beautiful pieces of artwork which are great gestures to give to friends and family. Each picture can be easily torn from the book and framed.

The book retails for “6 and is available to buy now from Ebay and Hallmark factory outlets. Check out the Facebook page for more information or join the conversation at Twitter: @MillionMakerHMK.

About Craig Lomas

Well where do I start? At the very beginning, like Julie Andrews taught me.I graduated with a degree in Fashion Design in 2009 and have since set up my own bespoke clothing label.Currently working full time as a costume designer.My main passion is buying things I don't need... I WANT!