It is just putty
, like blue tack
. But, people in California
call it quake putty because they use it to prevent valuable things
from falling out of shelves when a small quake
hits. Beloved by museum conservators and collectors of Precious Moments figurines
Of course, if the quake is really strong, things may still fall out of shelves. But then, if the quake is really strong, shattered Swarowski swans could easily be the least of your troubles.
An unintentionally funny picture of a woman with unintentionally funny hair demonstrating the amazing power of a specific brand of quake putty can be found here: http://www.gotputty.com/images/women.jpg