But the area is strong—children's Bibles accounted for 18% of all Bibles sales in the first quarter of 2011, according to the Evangelical Christian Publishers Association's data tracking.

With 22% of the market for the three-month period, Thomas Nelson has sold more than 14.5 million Precious Moments Bibles, featuring Sam Butcher's iconic teardrop-faced children, in the last 30 years. "Children's Bibles have grown every year and are a significant part of our children's product line," said the company's senior vice president and publisher, Bibles, Gary Davidson.

Five publishers accounted for 82% of the first-quarter market, with Zondervan leading (36%), then Nelson, Tyndale House Publishers, NavPress and B&H Publishing Group. Others active in the market include Crossway, David C. Cook, Concordia Publishing House and Baker Publishing Group.

The children's Bible grouping can be a bit "blurry," noted Ryan Dunham, formerly senior vice president of sales and marketing for David C. Cook. "What we call children's Bibles are for the most part Bible storybooks" that simplify the Scriptures for non- or early readers.

Read more in the June issue of Christian Retailing.