Company has a ‘penchant for putty’
Crazy Aaron, maker of Thinking Putty, moves into Main Street factory
NORRISTOWN » Where does “a fun, passionate and visionary company with a strong sense of community and a lot of heart” go to set up shop? Norristown, of course. In search of a manufacturing space that was larger than its Phoenixville facility, Crazy Aaron’s Puttyworld, makers of Thinking Putty, considered places like King of Prussia and Audubon, but ultimately chose to purchase the property at 700 E. Main St. in Norristown.
President and founder Aaron Muderick said he liked the town’s history and blossoming economy, but most of all he liked the fact that it shares his community-oriented values and is conducive to walking.
“It’s the fact that we were able to find something on Main Street that people can be part of, and I contrast that with an industrial park, where you could be two miles from the road and nobody knows you’re there. It’s not walkable; your employees can’t walk there, members of the public can’t walk there,” said Muderick, who launched Crazy Aaron’s nearly 20 years ago in his house in Narberth.
“Part of being in a community in Norristown is having enough space for our operation and being close enough to have that interaction. We found that here in Norristown. The demand for our product has been extremely strong. We were unable to expand
at our current location in Phoenixville so we’re ready for some pretty significant expansion in terms of the amount of product we can put out every day to satisfy the current demand.”
Jayne Musonye, Norristown’s director of planning and municipal development, noted, “We believe that Crazy Aaron’s is going to help pave the way for a new era of conscientious businesses in Norristown, and we’re looking forward to a long and prosperous relationship.”
Although the company recently held a ribbon-cutting, operations here are limited and won’t be in full swing until late next spring.
The staff of 110 consists of machine operators, graphic designers, sales and marketing reps and assembly workers, with the latter segment made up largely of individuals with intellectual and physical disabilities, Muderick noted.
“As my business grew, so did my desire to give back to my community. We work with seven Philadelphia-area vocational centers to employ exceptional individuals with intellectual and physical disabilities,” he said.
So what exactly is the nontoxic, silicone-based Thinking Putty?
As Muderick explains on the company’s website, puttyworld.com, he always had a “penchant for putty.”
“While I enjoyed the one that immediately comes to most people’s minds, it was created for mass market in 1957 and left much to be
desired,” he said. “This was 1998. I figured with all the advances in science and engineering made in the last 30 years, there had to be ways to improve it. So began my quest. I taught myself chemistry. I learned a bit about physics. And after a whole lot of experimenting, my first batch of Thinking Putty was born.”
He said he quickly realized that the production was so unique and the creation process so sensitive he was going to need a factory to make it. “So that’s just what I did.” Company promotions note that the putty — which is packaged in attractive tins and available in a myriad of colors for around $10 to $15 at specialty toy stores, Barnes & Noble and online — is loved by kids and adults alike.
“We like to say you’ll buy one for your child but be careful, you’ll probably end up stealing it and have to buy a replacement. It’s just a fun product on the shelf, something that is childlike but may appeal to an adult audience,” Muderick said.
He suggests engaging with your Thinking Putty “at home, school, work, the car, anywhere.”
“Bring your Thinking Putty with you to work or school and leave it on your desk. You’ll find yourself tearing off a handful and using it to have fun and relieve stress while your brain ponders infinite creative possibilities,” said Muderick, who is especially proud of his product’s American roots.
“Ninety-seven percent of the toys sold in America are made overseas. We’re in the 3 percent, and I think that makes us different,” he said.
Muderick knows a lot about the history of his property, the former home of Gretz Beer for nearly 20 years, Mirabile Beverage for decades and a tire warehouse.
According to the Historical Society of Montgomery County, the building dates back to 1898 as a knitting mill.
“Part of the history of the building we’re going to be in is that it was used for manufacturing for a long time — Rambo and Regar Knitting Mills. Norristown used to be a town where they were very proud of their industry but that all changed,” Muderick noted. “Now we’re going to bring that back.”