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About Alex Brands

The Alex Brands® family of brands is comprised of some of the most iconic, recognizable and award winning toys in the industry today. With a commitment to helping children become more active and develop their imagination and creativity, Alex Brands offers toys, games for children of all ages.

Alex Brands logos
Alex Toys logo

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. Shop ALEX Toys.

Poof logo

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. Shop POOF products.

Slinky logo

Slinky® 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 originalwalking spring toy. From the first metalSlinky® in 1945 to Slinky® Dog, we continue to celebrate a tradition of timeless entertainment that children of all ages can enjoy. Shop Slinky products.

Ideal logo

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. Shop Ideal products.

Backyard Safari logo

Backyard Safari™ 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! Shop Backyard Safari products.

BuzzBee Toys logo

Innovative, high performance, active play products ranging from dart blasters and water blasters to water toys, flying toys, role play, and junior sports. Collections include Air Warriors, Water Warriors and Ruff Stuff. Alex Brands acquired Buzz Bee Toys in May 2015. Shop Buzz Bee Toys

Janod logo

Janod® is France’s leading wooden toy brand with a long tradition of designing award-winning learning toys, role play toys and building sets. Janod® is recognized for its innovative yet traditional games and toys with a distinguished contemporary design. Based in France, Janod® joined the Alex Brands Family in May 2015. Learn more at at

Kaloo logo

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. Learn more at

Zillionz logo

Zillionz™ is a popular brand of educational products and toys that teach children the value of money and mathematics. Shop Zillionz products.

Zoob logo

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. Shop ZOOB products.

ShrinkyDinks logo

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. Read more. Shop Shrinky Dinks.

Scientific Explorer logo

Scientific Explorer® 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. Shop Scientific Explorer products.

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