ALEX's mission is to provide children with quality creative products that foster personal expression and build self-esteem. The best children's activities provide lots of fun and they open a child's mind to new skills, new ideas and new worlds.
ALEX started in 1986 with a line of high quality basic arts and crafts products for children. Over the years, ALEX has grown and today produces over 1,000 items in expanded categories of toys: imaginative and dramatic play, fashion and jewellery, whimsical children’s furniture, Rub A Dub® and Tub Tunes® bath toys, ALEX Little Hands® preschool products and ALEX Jr.®, developmental, plush and bath toys for baby!
ALEX is a lifestyle. ALEX helps start children on a lifetime of learning and discovery. It all begins with a brushstroke... It all begins with ALEX!