About Alex

About Alex

Welcome to the world of ALEX Toys where you can join us in the Art of Fun!

Known since 1986 for quality art supplies and crafts kits for kids, ALEX® has expanded over the years to a lifestyle brand for creative fun. From infant to toddler to tween, we empower confidence and inspire kids to express their creativity by providing innovative creative toys for baby, bath time, preschoolers, pretend play, spa, fashion, jewelry and active play

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ALEX Toys is a member of the Alex Brands®  Family.  Alex Brands offers some of the most highly recognizable branded toys, sports balls, educational activity kits, games, science kits, construction sets, and novelty products in the industry.


Whether it’s playing a game of touch football at the park, or launching a plane into the summer sky, POOF® toys create lasting childhood memories, and have been an icon of active entertainment for over thirty years. The POOF brand continues to be a frontrunner in active fun for children of all ages, and is the world’s leading manufacturer of foam sports balls, many of which are made in the USA.  See Poof products.


Slinky® is a quintessential childhood toy and an icon of classic fun. For generations, kids,parents, and grandparents have enjoyed the childhood memories invoked by the originalwalking spring toy. From the first metalSlinky® in 1945 to Slinky® Dog, we continue to celebrate a tradition of timeless entertainment that children of all ages can enjoy.  See Slinky products.


Scientific Explorer® is the industry leader in fun and educational activity-based science kits for children. Appreciated by parents for their educational value and loved by children for their hands-on fun, Scientific Explorer kits help develop critical thinking skills, inspire imagination, and encourage exploration through interactive experiments and activities that help make learning fun. See Scientific Explorer products.


Loved by children and trusted by parents for over 100 years, the Ideal® brand is an emblem of classic and nostalgic fun. Ideal’s product line caters to all ages and interests, and encompasses a wide variety of games, activity kits, magic sets and classic toys, many of which parents and grandparents remember from their own childhood years. See Ideal products.

Introduced in 1997, ZOOB® is an award-winning building set with a difference. The pieces move after they are put together, allowing for truly interactive creations. With more than 30 different themed sets, ZOOB products are sold throughout the U.S. and in more than 100 countries. See ZOOB products.


Backyard Safari™  represents an authentic line of year-round children’s outdoor & nature products.  Whether your safari takes place in the park, at the campground, on the beach or even your own backyard, you’ll be geared up and ready for action!  Visit the Backyard Safari Website.  Shop Backyard Safari products.


Zillionz™  is a popular brand of educational products and toys that teach children the value of money and mathematics. Visit the Zillionz Website.  Shop Zillionz  products.

Invented in 1973, Shrinky Dinks is a globally recognized toy brand offering a variety of toy and activity kits based upon plastic sheets that can be cut and colored and then hardened in an oven into various shapes. Alex Brands acquired Shrinky Dinks in December 2014.  Read more.  Shop Shrinky Dinks at AlexToys.com.

Innovative, high performance, active play products ranging from dart blasters and water blasters to water toys, flying toys, role play, and junior sports. Collections include Air Warriors, Water Warriors and Ruff Stuff. Alex Brands acquired Buzz Bee Toys in May 2015.  Read more.Learn more at BuzzBeeToys.com.

Through our corporate contribution program, Alex Brands Cares™ , we have created meaningful partnerships that allow us to brighten children’s days through play and to give back to communities nationwide. Visit AlexBrands.com to learn more