The ALEX BRANDS Mission is to produce consistently high quality, innovative and trend-leading toys, games and open-ended activities for consumers who want the very best products to help children grow, learn, explore and build core skills at every age of their development from infant to tween.


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.


ALEX Spa lets your young fashionistas express themselves in a whole new way. The young people can have the entire spa experience by using frost, tattoos and fun treatments for hair and body, strengthening their creative freedom in relation to their own image.


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!


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.
La marca POOF sigue siendo la pionera en la diversión activa para niños de todas las edades, y es el principal fabricante de pelotas de espuma para deportes en el mundo, muchas de las cuales se fabrican en los EEUU.


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 original walking spring toy. From the first metal Slinky® in 1945 to Slinky® Dog, we continue to celebrate a tradition of timeless entertainment that children of all ages can enjoy.


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.


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.


Since 1998, Kaloo® has grown into a leader in plush products sold all over the world. Kaloo® uses high-end fabrics and innovative themes to create desirable baby gifts. Based in France, Kaloo® joined the Alex Brands Family in May 2015.


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.


Is a popular brand of educational products and toys that teach children the value of money and mathematics.


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.