Goliath has acquired Crazy Aaron’s, expanding its global footprint in toys and sensory play while building on an existing European distribution partnership between the two companies. The acquisition transitions the regional relationship into a worldwide growth strategy under Goliath ownership.
“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.”
Crazy Aaron’s is known for proprietary formulations and creative play products, including Thinking Putty, Land of Dough, and Slime Charmers. Under the agreement, the brand will continue to operate as its own division within the Goliath Group, maintaining its headquarters in Philadelphia while collaborating more closely with Goliath across research and development, innovation, and international markets.
The move supports Goliath’s broader expansion into toys, complementing its recent growth in sensory and collectible play. The company has previously entered the toy category with products such as Jelly Blox and Clickeez, strengthening its position across global retail channels.
“As we continue our expansion, Crazy Aaron’s perfectly aligns with our strategy,” says Brian Weiss, President of Goliath North America and Global Toys. “This reinforces Goliath’s position in sensory and collectible play across global retail.”
Crazy Aaron’s will continue developing new formulas while benefiting from Goliath’s global infrastructure, distribution capabilities, and innovation centers. The acquisition positions both companies to scale existing product lines and introduce creative play experiences to new markets worldwide.
“Partnering with Goliath means more opportunities to invent, to delight, and to introduce remarkable toys into more hands around the world,” shares Aaron Muderick, Founder & Executive Chairman of Crazy Aaron’s.
Headquartered in the Netherlands, Goliath operates fifteen offices globally and maintains five innovation centers focused on product development. Crazy Aaron’s, founded in 1998, manufactures its products in Pennsylvania using non-toxic materials and has built a strong following through specialty and mass retail channels.
Learn about both companies online at goliathgames.com and crazyaarons.com.
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