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It's the type of toy that is often tested first, squished in kids' fingers or stretched as wide as it can go between two hands, before it finds its way into parents' carts. With retail stores shuttered, play dates canceled and schools moving into homes, Crazy Aaron's product sat on shelves, no word of mouth or last-second purchases to lift sales.

It had to think fast about its future and make quick decisions about how it would adapt to the new reality. The company's putty can be found in big-box retailers, mom and pop toy stores, specialty shops and even bookstores. While stores like Target and Walmart were able to remain open, Crazy Aaron's other retail partners were shuttered.

Some of these retailers canceled orders or held back on shipments in order to manage their own cash flows, leaving Crazy Aaron's to take the financial hit. The company, which is private, declined to provide specific amounts.

Within the first week of shutdown, Crazy Aaron's was able to pivot to hand sanitizer production. This allowed the company to use its factory in Pennsylvania and help pad its bottom line. Demand in late March was high for the product, and Muderick said the company was able to make up some of its lost revenue. But once traditional hand sanitizer companies scaled up to meet demand, Crazy Aaron's saw sales dropped.

Fortunately, putty sales have begun to lift. Although sales are not quite to pre-pandemic levels, they have improved since mid-May as more toy stores ramped up their online operations. But without those impulse purchases at the cash register, Crazy Aaron's shifted its marketing strategy to cater to an older demographic. Right before the coronavirus hit the U. The idea was to create a product that was targeted toward a more grown-up consumer to help with focus and relaxation.

The other piece of its marketing strategy has been to rebrand its putty as something to help kids, who had their schools, activities and summer camps shuttered, with stress relief and focus. Retailers hit hard by the outbreak aren't making the same commitments to purchase toys in bulk ahead of the holiday season. Typically, the summer is the time when toy manufacturers and toy sellers meet up at big conventions to hash out deals, check out new products and prepare for the lucrative month of December.

In-person meetings are essential to Crazy Aaron's, as putting putty in potential sellers hands is a key way of persuading them to purchase the product. Virtual toy gatherings like Toy Fair Everywhere, hosted by the Toy Association, have been a way for Muderick and his team to meet potential clients, but "it's no substitute for an in-person show," he said. The benefit of the online convention was that it allowed Crazy Aaron's to connect with some retailers that would not have been able to attend some of the bigger physical toy fairs.

Muderick said he was able to make a connection with one retailer that has around 75 stores but operates in a part of the country that makes it difficult and costly for it to travel to bigger shows. And that ended up being individuals from within the differently-abled community. Covid, however, put a pause on those relationships. Early in the pandemic , the company had to shut down production operations for three months, per order of the governor.

Muderick had to lay off much of his plus-person full-time staff, including his employees with disabilities. When the pandemic first hit the U. Muderick says that within the toy industry, sales were up during the pandemic, but not consistently across categories. And so the pandemic was not great for our product line.

Too bad, too. You feel distracted, you feel better. For one, Puttyworld re-opened, after having closed for several months in The company is on a hiring spree. With the new hiring agency, Muderick anticipates headcount going over before the end of the year. Of course, Muderick is right about that in-person appeal, the power of the impulse purchase.

On a recent Tuesday morning, I headed to the Norristown headquarters with the intention to size up the place in-person, give this article some color. Of course not, I know. And when I left, for at least just a little while after, I felt hopeful, youthful, joyful. My inner nine-year-old had been released and, as the kids on social media these days might fondly say, found the whole experience so… satisfying.

Surviving the Quarantine: Board Games. A Boost for Local Arts. Stay updated on all our coverage. The Philadelphia Citizen will only publish thoughtful, civil comments. If your post is offensive, not only will we not publish it, we'll laugh at you while hitting delete.

By Paul R. Levy and Stephen Camp-Landis. By Josh Middleton. By Lauren McCutcheon. By Roxanne Patel Shepelavy. Get putty in your life.