[benzesandbetter]

On the software side, Reason is a really fun program to work/play with. It has about half a dozen virtual instrument synths, and they are all first class. Particularly: Maelstrom, Thor, and Europa. They're now on a subscription model, and give a few months of free trial, so that could be a great place to start.

On the hardware side, it depends a lot on what you're looking for. If you want to take some time to explore the theory, and do so with premium gear, Moog has some great options. Their Subsequent 25 could be a good entry point.

If you see yourself progressing from crafting sounds to arranging them into songs/sketches, the Elektron Digitone is really a blast to work with. Great synth engine, workflow, effects, and build quality. I picked up one earlier this year, and I reach for it now more than any other gear or instrument.

As others have mentioned, Bjørn and Meyer and the Ableton tutorials are excellent.