I also googled it after I saw it mentioned the other day I added it to my wishlist on Amazon so I remember I want to get some for Ava for her birthday. It seems like Moon Sand is very similar but better priced, even better than the Brook Sand. Anyone have Moon Sand? I think that's what we'll be getting, in a couple different colors.
Re: S/o birthday gifts...sands alive
ETA: looked it up for us!
https://www.amazon.com/gp/aw/d/B00CQ9T38I/ref=mw_dp_mdsc?dsc=1&qid=1396943478&sr=8-1
And a video of it in action:
Looks kind of like wet play dough, but apparently it's dry to the touch.