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Crazy Aaron’s Celebrates 25th Anniversary at Toy Fair

Crazy Aaron's slime Charmers Toy Fair 25th

Crazy Aaron’s, the creator of the award-winning, U.S.-manufactured Thinking Putty and Land of Dough, continues to celebrate its 25th anniversary at the iconic Toy Fair in New York City on September 30th – October 3rd. The company, which reinvented putty play, has now revolutionized another childhood classic with Slime Charmers, a line of uniquely themed slimes with delightful scents and exceptional textures. The new Slime Charmers, along with Thinking Putty and Land of Dough, will be on display at booth 1965 during Toy Fair, held at the Jacob Javits Center in New York City. 


“This is such a special year for the company as we celebrate our 25th anniversary,” says Aaron Muderick, founder and executive chairman of Crazy Aaron’s. “As we continue to expand and grow into new categories, it’s incredible for us to take a step back and look at how the company stemmed from one simple idea, to make putty better. From there, we’ve successfully grown the business and I’m excited to see where the next 25 years will bring us.”


It all began when Aaron Muderick, a former software engineer with a love for putty, left his job to pursue his passion to make it better. Through years of experimenting and refining, Muderick transformed putty from a pink blob into a concoction of color and texture in turn developing one of the most popular fidget toys with Thinking Putty. Twenty-five years later Crazy Aaron’s has sold more than 8 million pounds of putty in its history and is available in more than twenty countries worldwide with more than 350 unique Thinking Putty creations since 1998!


Today, Thinking Putty is the ultimate stress busting, boredom-banishing fidget toy that never dries out. Made of non-toxic silicone, it’s perfect for all ages seeking a fun, tactile experience to ease anxiety and uplift mood. In addition to Thinking Putty, the company has expanded to include Land of Dough and Slime Charmers. Hailed as the most sustainable dough on the planet, Land of Dough is carefully handcrafted from natural ingredients. 


All products are made right on Main Street USA in Norristown, PA. The manufacturing facility has also developed unique production methods to employ individuals with special needs and partners with agencies to hire people formerly incarcerated, on probation, struggling with housing security and/or substance recovery.


Muderick adds, “We’re thrilled that Toy Fair is finally back in New York City and to meet with industry friends, retailers, and the trade to show them our products. There is something magical that happens when you’re able to feel our putty, dough, or slime in your hands. The sensory play, and tactile experience is like none-other, and we are looking forward to getting it back into everyone’s hands.”


Thinking Putty helps build hand and finger strength through a fabulous tactile play experience with unique, unexpected properties and provides relaxing, yet stimulating interaction for anyone with sensory integration issues. New for 2023 includes:


  • 25th Anniversary Thinking Putty Pack, a limited-edition pack including two tins of Thinking Putty featuring a mini tin containing a genuine piece of the very first putty crafted in 1998. 

  • Crazy Aaron’s Lost Treasure Guardians include both a unique Thinking Putty and one-of-a-kind charm that can be easily attached to zippers on backpacks or keychains. Ten lost treasures are waiting to be found with rare finds like Buried Treasure including real gold and a Pirate charm or Meteorite Falls with actual meteorite fragments and an Alien charm!

  • Kawaii Cute Thinking Putty is so adorable, it can instantly turn your frown upside down! This dreamy putty is full of lovable characters. You’ll be all smiles as you fidget to find their tiny little faces!

  • Mimicking a magnificent desert sunset, Goodnight Cactus Thinking Putty changes color with the heat of your hands. This triple change Hypercolor captures the peaceful purple, luminous orange, and radiant yellow sundown of the night sky.

  • SCENTsory Thinking Putty is a summertime dream. Cool off and chill out with this playful fidget! Crazy Aaron’s SCENTsory Thinking Putty goes way beyond scent to invoke a total sensory experience like no other. Indulge your senses with the velvety soft touch, the dynamic look, and the wonderful scent and discover just how amazing SCENTSory Thinking Putty can make you feel. Scents include Scoopberry, Popsicle, Snow Cone, and Banana Split. 


Land of Dough offers kids and adults a dough experience unlike anything in the dough play universe. It’s unparalleled soft feel along with whimsical designs, allows you to create, sculpt, and build like never before. Land of Dough is made with the finest care and quality ingredients and delivers a fun and unique experience the whole family will enjoy! Dough can air dry for keeping sculptures or refreshed for continued play with a damp paper towel and covered with a lid. New for 2023 includes:

  • Land of Dough Fruit Cups 5oz. These friendly fruit themed Land of Dough® 5oz play dough cups are vibrantly colored for a wonDOUGHful experience. This play dough is ripe to be sculpted, squished, and smashed. 

  • Glitter Dough Rolls 3oz. Untwist these adorable Land of Dough® Glitter Rolls to open creativity anywhere. Replace the dough in the bag to squish, smash, and sculpt again and again! 

  • Land of Dough Mini 1.5oz Cups Curiosity in a cup! Land of Dough® Mini Cups feature a variety of themes in two matching color tones including Red Apple, Orange Fox, Yellow Sun, Green Frog, Blue Whale, Purple Flower, Pink Hearts, and Black Penguin. The adorable 1.5oz cups are conveniently sized for all occasions! 


Introducing Slime CharmersSquishy, stretchy, satisfying fun! Crazy Aaron’s Slime Charmers include uniquely themed slimes with delightful scents and exceptional textures. Allow these DIY-inspired slimes to charm you! Each slime includes themed charms and textured mixers for you to add in. Immerse yourself in the mesmerizing play of slime – swirl, pull, squeeze, and fold. Which Slime Charmers will you pick?

  • Slime Charmers Dumpster Dive

  • Slime Charmers Sunny Side Up

  • Slime Charmers Swamp Water

  • Slime Charmers Mini Mini Mart

  • Slime Charmers Lollipop Shop

  • Slime Charmers I Scream, You Scream 

For more information about Crazy Aaron’s visit