The Magic Coloring Book has become a favorite with children's magicians for good reason: it's quick, visual and completely deceptive. Ours is printed exclusively for Fantasma and is offered at a great price. First, the magician shows blank pages. Next, the pages show pictures of some of the things the magician likes most, "favorite things," cars, ice cream, popcorn. The pictures are in black and white. Somehow they don't seem real enough. A bit of magic and they are now the magician's favorite things in full color. Oh, and did we mention, we've also hidden card images in the book, so it can be used with card magic. Instructions for the book and for the card tricks are included.
— Joe Berardoni, owner of Pun's Toys in Brynn Mawr, Pa., told TDmonthly in a September 2011 survey that "the best-selling novelty item is the magic coloring book from Schylling, but only because I love to demo it. Very seldom does that not result in a sale. I can sell a couple of dozen in any particular month."