Crazy Aaron’s

Crazy Aaron’s is home to the original Thinking Putty! The toy company was founded by Aaron Muderick, otherwise known as Crazy Aaron, in 1998. Thinking Putty started out as a hobby for Aaron: he made small batches by hand at his home. What started out as stress-relief tools for adults has transformed into multiple lines of sensory toys for all ages.

In 2018, Crazy Aaron relocated their headquarters to Norristown, Pennsylvania, and the following year, they acquired the Land of Dough brand, which was famous for their eco-friendly dough made from sustainable materials.

In 2023, Crazy Aaron’s introduced Slime Charmers, their third line of sensory play. In 2025, Crazy Aaron’s collaborated with different elementary schools across the United States to bring Thinking Putty into classroom-based STEM learning activities that focused on tactile engagement and creativity. Over the years, it’s won several industry awards, include Creative Play of the Year in 2022 and Mom’s Choice Awards in 2024.

In 2026, Goliath announced its acquisition of Crazy Aaron’s in an effort to expand their global footprint in toys and sensory play. “We’re very proud to have Crazy Aaron’s join the Goliath Group,” says Jochanan Golad, CEO of Goliath. “Aaron Muderick is an inspiring, creative & thoughtful leader who has built something very special: a brand that has grown from specialty into mass market, with a well-known, high-quality product. We can confidently say that Crazy Aaron’s Thinking Putty is the No. 1 putty product on the market today, giving joy to millions of fans every year.”

Thinking Puttys: Swedish Sweets

With my favorite candy in mind, I chose the Swedish Sweets SCENTsory putty from the Thinking Puttys line, which features a bright red putty speckled with multi-colored glitter and a nostalgic cherry-berry scient. This putty is the thickest of the three lines and is quite workable. It doesn’t leave any sort of residue on your hands and doesn’t try out either. It’s stretchy and moldable, and if you fold it over itself a few times, you’ll be able to pop some air bubbles for another sensory addition to the play experience.

Land of Dough: Lily Longneck

The Land of Dough line is quite reminiscent to the Play-Doh days of my childhood. The dough has a soft, silky feel to it and is easily moldable. You can shape and mold the dough and store it in it airtight container for endless play, or you can let the dough airdry and keep your sculpture on display. The Lily Longneck dough is part of a zoo animal-themed line, all of which feature brightly colored dough in the shape of your favorite animal to visit at the zoo.

Slime Charmers: Lollipop Shop

From the Slime Charmers line, I checked out Lollipop Shop! This fluffy slime is an electric blue color and comes with candy-themed charms to mix in and play with. The slime is soft and stretchy and it’s just as easy to mix the charms into the slime as it is to remove them, making for two different sensations of play. The slime also has a sweet scent to it, falling in line with the candy shop theme. This type of slime is perfect for those who might not love the “wet” feeling of slime, as this one leans more soft and buttery.