Alex Toy's recognise that 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 began 1986 by founders, Nurit & Rick Amdur, with a line of high quality basic arts and crafts products for children. 

Alex Toys produce toys that promote imaginative and dramatic play, fashion toys 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!

Attention to quality and design has not gone unnoticed. Many ALEX products have received the most prestigious honors in the industry including over 300 awards from toy review organizations and leading consumer magazines. ALEX helps start children on a lifetime of learning and discovery.