Adult Vacation Workbooks Surge in Popularity in Belgium
Vacation workbooks, long considered a childhood summer ritual, are experiencing a remarkable surge in popularity among adults in Belgium. Once the bane of schoolchildren’s summers, these activity books have been transformed into a sought-after pastime for grown-ups seeking to relax, learn, and disconnect during the holiday season. According to RTBF, retailers across Brussels are reporting sold-out stock and double-digit sales growth.
A Market in Full Bloom
The adult vacation workbook phenomenon is not confined to Belgium. In France, the market has doubled since 2021, surpassing five million euros in 2025, according to AFP via France24. Approximately 650,000 adult workbooks were sold in France in 2025, and sales increased by 9 percent in early summer 2026 compared to the previous year, according to GfK data reported by RMC.
While children’s workbooks still dominate the market with roughly four million copies sold annually, the adult segment is growing at a remarkable pace. Major publishers including Hachette, Marabout, Fayard, Larousse, Nathan, and Solar are competing fiercely in this expanding niche.
Brussels Retailers Caught Off Guard
The demand has taken even experienced retailers by surprise. Guy Leleux, manager of a Club store in Brussels, told RTBF that his stock of adult vacation workbooks was completely depleted despite having doubled initial quantities. “We were surprised in that we doubled the quantities we initially received,” Leleux said. “In terms of progression, we’re seeing a revenue evolution of about 20 percent compared to 2025. It’s so significant that we’ll surely adapt quantities for 2027.”
At Fnac stores, assistant commercial Maxime Bloch has observed a clear shift in consumer behavior. “Today, vacation workbooks are no longer just for children,” Bloch told RTBF. “Adults are increasingly turning to these contents to combine challenges, fun content, puzzles, etc. Here, right now, we’re getting more feedback on investigations and riddles.”
Nostalgia and Digital Disconnection
The appeal of adult vacation workbooks is rooted in several factors. For many, they evoke fond childhood memories associated with summer and holidays. Carole Strang, Director of Nathan grand public, explained to AFP that “vacation workbooks aren’t always a good memory, but they’re a fairly strong memory from our childhood, which remains associated with summer and holidays.”
Equally important is the growing desire to step away from screens. Didier Ferat, Editorial Director at Solar, noted that many people, especially younger adults, want to “cut off from digital and mobile devices by having a manual activity.” This sentiment was echoed in TF1 Info coverage of the trend, which highlighted the appeal of putting down phones in favor of a pencil and paper.
Something for Every Interest
One key to the success is the remarkable variety of themes available. Beyond classic general knowledge quizzes, adults can choose from workbooks on history, gastronomy, literature, personal development, pop culture, geography, detective investigations, escape games, and even royal history, such as Stéphane Bern’s popular “Rois et reines” (Kings and Queens) edition. At an accessible price point of roughly 8 to 10 euros in Belgium, these workbooks represent an affordable impulse purchase.
As one mother shopping at a Brussels bookstore told RTBF: “Crossword puzzles, I find that a bit too much of a headache. Whereas discovering new things while having fun, that interests me. It’s kind of the point of vacation to discover new things.”
A Century-Old Tradition Reinvented
The vacation workbook has deep roots in the region. It was invented in France in the 1920s by Roger Magnard, a 16-year-old from the Dauphiné region who created small exercises, charades, rebuses, and nursery rhymes for children during summer, as documented by franceinfo. Today, the Passeport collection by Hachette celebrates its 50th anniversary as the top-selling brand for both children and adults.
The trend also reflects a broader “kidult” culture in which adults embrace childhood pastimes, from adult coloring books to sticker books and giant crossword puzzles. Charles Bimbenet, Director of Le Robert publishing house, described the market as “exploding” and noted that the success “is welcome because it helps energize the market in a context where the book world is suffering.”
What’s Next
With sales continuing to climb and publishers expanding their offerings, the adult vacation workbook appears firmly established as a summer staple. As La Libre Belgique noted last year, bookstore managers remain “a bit surprised” by the sustained demand. If current trends hold, the coming years may see even more creative titles, broader assortments, and a permanent place for adult workbooks in the summer retail landscape—a nostalgic yet thoroughly modern twist on a century-old tradition.