How Barnes and Noble Is Hitting Back Against Amazon—With Coloring Books

Invites shoppers to unwind in stores with an old pastime

These aren't easy times for Barnes & Noble, the book seller that's holding its own amid vicious online competition from Amazon. Even if you don't shop in its stores, it's hard not to cheer the 142-year-old retailer on. After all, there's not a whole lot an old-line retailer can do to fight a company that Silicon Valley blogger Benedict Evans has called a "ruthless, relentless, ferociously efficient company that's building the Sears Roebuck of the 21st century."

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.