Having a great, strong and well-deserved reputation of a lifestyle brand for creative fun, Alex® turns fantasies of your kids into reality. From infant to toddler to tween, Alex® empowers confidence and inspires kids to express their artistic skills by providing innovative creative toys for baby, bath time, preschoolers, pretend play, spa, fashion, jewelry and active play. These toys fuel your little ones imagination, help them discover something new and interesting and create smiles all around! For a good reason ALEX products have received the most prestigious honours in the industry including over 300 awards from toy experts and influential consumer magazines.

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