01/30/2025
Kids and adults around the globe are getting their hands on Crazy Aaron’s putty. While some enjoy the colors and collectability, others appreciate the products’ sensory elements and how it improves focus and relieves stress.
Founder and CEO Aaron Muderick created his signature Thinking Putty in 1998. The inspiration came to him while he worked as a software engineer and he bought a plastic egg filled with putty. After his co-workers stole little pieces of the putty, Muderick sought to teach himself how to make putty. He sought to create a substance that was colorful, felt great to mold and the best in the world.
Starting with Crazy Putty, Crazy Aaron’s currently has a portfolio of more than 50 types of Thinking Putty and nearly 500 varieties. The company has expanded its offerings to include seasonal editions and DIY kids. All of the business’s functions – from R&D and manufacturing to warehousing and marketing – take place in Norristown, Pennsylvania. Its reach extends across North America and into Europe, Africa and parts of Asia.
Retailers and distributors can find Crazy Aaron’s at major North American gift shows, Astra Marketplace & Academy, Toy Fair, state fairs, educator conferences and more. They can also reach out by emailing customercare@crazyaarons.com.
“While the specialty toy retailer allows us to offer the greatest variety to consumers, we try to have the Crazy Aaron’s brand seen wherever our customers might be found,” Muderick stated. “In schools, therapists use our putty for occupational therapy to improve motor skills, and in office environments, people use it as a stress-relief tool. It’s great to see our products make a positive impact in different areas of life.”
Muderick went on to explain how Crazy Aaron’s products engage customers, how developers bring new products to the market and creative uses of putty.
Sensory toys are a growing trend in the toy market. How does Crazy Aaron’s products stand out from other slime/putty manufacturers?
What sets Crazy Aaron’s apart is our commitment to innovation and quality. We don’t just make any putty; we create putties with unique features that you can’t find anywhere else. Whether it’s color-changing, magnetic or glow-in-the-dark, we ensure every product offers a tactile experience that delights and engages. We make it here in Norristown, Pennsylvania where we test feel each batch to make sure it is right. We also prioritize using non-toxic materials to make sure our putties are safe for everyone. The overall experience is much more than just playing with slime or putty; it’s about engaging your senses and sparking creativity.
As our team has grown, one comment I frequently hear from new hires in our engineering and quality team is, “I had no idea making great putty would be this hard.” It’s been a true labor of love. I hope you’ll give it a squeeze yourself and feel the difference!
What is your most popular product, and what do you contribute to its success?
Our long-time most popular product is Liquid Glass – the putty that is so clear, it’s almost invisible. Sometimes people call customer service with a complaint that the tin is empty. “Have you tried taking it out of the tin?” and then a sudden ‘click’ on the phone. Gotcha! Another one of our most popular products is Super Scarab Thinking Putty. It has a mesmerizing color-shifting effect that has captured the attention of both kids and adults. I worked really hard to make it the most dramatic color change you’ll see on any product anywhere. Watching the colors shift before your eyes never gets old, which is why so many people keep coming back for more.
When designing a new product, what factors are considered? How do you fulfill your mission to “inspire curiosity and wonder and to educate and delight?”
When designing a new product, we focus on a few key elements: innovation, sensory engagement and long-term play value. We sit on the floor, like a child. We feel the product with our eyes closed. We play in an undirected way to spark curiosity. I want every new product to be something that surprises people, something that inspires them to explore and create. Whether it’s experimenting with new textures or creating unique effects, our goal is always to engage customers in ways that encourage them to discover and learn.
What’s been the most creative way you’ve seen Crazy Aaron’s products used?
I’ve seen some incredibly creative uses for our products. Some people use them to create art, like molding the putty into intricate designs and then oil painting the results. We have one customer, for whom we’ve made custom putty, who uses it to model the layers in the Earth’s crust in the scientific quest to predict earthquakes. Others have used our magnetic putties for educational purposes, teaching kids about magnetism in a fun and interactive way. But perhaps the most meaningful way I’ve seen is when people incorporate our putties into successful, evidence-based mental health treatment options.
What trends have you noticed when it comes to fidget toys?
There’s a growing demand for fidget toys that not only help people focus but also provide a deeper sensory experience. People are ready for the experience they didn’t know they needed. Fidget toys aren’t just about keeping busy; they’re about stimulating the mind and providing stress relief.
Overall, how’s business?
Business is thriving. We’re seeing continued growth as more people discover our products and fall in love with the unique sensory experience they offer. Our products have been featured in major media outlets, and we’ve expanded our reach internationally. It’s been an honor for me to be on this journey from an idea into a beloved brand that has made a significant impact in the world of toys and beyond.
What are you most proud of about working at Crazy Aaron’s?
I’m most proud of the impact we’ve had on our community. Not only are we creating fun and educational products, but we’re also providing hundreds of jobs to our staff including individuals with intellectual and physical disabilities and those returning from incarceration. We’ve built a team that’s passionate, inclusive and dedicated to making a difference in the lives of others. It’s something that goes beyond business for me.
Why do your products belong in specialty toy stores?
Our products belong in specialty toy stores because they align with the values of these retailers: offering unique, educational and high-quality items that you can’t find in big-box stores. Specialty toy stores are the perfect place to showcase products like ours because their customers are looking for something special – something that will engage the imagination and provide a meaningful experience.
What advice would you give to independent retailers about selling your products?
First, get a floor display. It provides the most compact form factor for selling high dollars in less than 6 square feet. Second, focus on the experiences and engagement that Crazy Aaron’s products can provide. After testing our experience ideas on millions of customers at FAO Schwarz in New York, we have created Play Date kits for specialty retailers to host interactive in-store events. They give consumers a reason to visit your store, get hands-on and learn about the unique value proposition of specialty retail. End result: excellent product sales.
What’s next on the horizon for Crazy Aaron’s?
People ask me, “What’s your favorite?” Answer: It’s the thing we’re working on that I can’t tell you about yet. We’re constantly innovating, and there’s always something new on the horizon. We’ll continue to expand our product line with new, exciting features and effects, and we’re exploring new ways to reach customers through creative collaborations and pop-up experiences. It’s a really exciting time for the company, and I’m looking forward to what’s next as we keep pushing the boundaries of what we can do.
