Thinking Putty has proven to be more than a fleeting trend, the next slap bracelet or Beanie Baby, a fact Muderick attributes, in part, to social media. While the company, privately held, doesn’t share sales figures, a CBS Sunday Morning segment from 2017 reported that it’s a multimillion dollar business. In the U.S., a small tin of Putty retails for $3 a mega-tin is $50 the popular medium-sized tins are $15. and around the world-from Peru to South Africa, India to Ireland. You’ll find Crazy Aaron’s at the twee, curated toy shop in your neighborhood, yes, but also at Target it’s sold in thousands of stores in the U.S. Since the company’s official launch more than 20 years ago, Crazy Aaron’s has become the gold standard in the world of putty, a star in the ever-growing sector of “manipulatives”-toys like fidget spinners and pop-its, handheld items that simply feel good to play with. If you are, or know, a parent or a child, you have most definitely come in contact with Thinking Putty: Not quite slime, decidedly not Play-Doh, Crazy Aaron’s Thinking Putty, the brainchild of Havertown native Aaron Muderick, is a line of malleable, silicone-based goo, akin to rubbery wads of chewed gum, in a good way-in a way that is, as countless YouTubers approvingly declare, in influencer shorthand, so “satisfying.” You can shape it and stretch it and mold it, without it ever drying out, like clay, or ruining your clothes, like slime. Set against white walls in the sun-filled space, on the first floor of the former mill that also houses Crazy Aaron’s offices and production spaces, are racks and racks of the company’s signature silver tins full of more than 100 types of putty and accessories, all available to try-before-you-buy. Stepping into Puttyworld, the Norristown-based flagship of Crazy Aaron’s Thinking Putty, is like walking into every 9-year-old’s dreamscape.
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