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. 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 jewelry, whimsical childrenâ€™s furniture, Rub A DubÂ® and Tub TunesÂ® bath toys, ALEX Little HandsÂ® preschool products and ALEX Jr.Â®, a new line of luxurious plush 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 250 awards from toy review organizations and leading consumer magazines. ALEX products are currently sold in over 80 countries worldwide in the upscale specialty market through a myriad of retail stores, catalogs and websites. 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!