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First Mid-Year Catalog released for ALEX BRANDS® Family of Brands

Northvale, NJ, July 29, 2014 – The ALEX BRANDS® family of brands, which includes ALEX TOYS®, POOF®, SLINKY®, SCIENTIFIC EXPLORER®, IDEAL®, ZOOB®, BACKYARD SAFARI™, ZILLIONZ™ and CITIBLOCS™, today announced more than 250 new product releases. These new items are featured in the company’s mid-year catalog and will be available starting in the Fall of 2014.

“With the recent acquisitions and brand extensions to ALEX BRANDS, we are able to be a one-stop shop for our customers,” said Andy Bailen, Executive Vice President of Merchandising, Marketing and Global Sourcing for ALEX BRANDS®. “To satisfy demand, we are offering new product releases just in time for the Holiday buying season. We are thrilled to be able to supply retailers and consumers with new options for high quality, innovative and trend leading merchandise.”

The collective ALEX BRANDS® portfolio, sold worldwide, includes more than 2,000 products spanning the diverse categories of games, science kits, preschool and infant toys, construction sets, craft activity kits, art supplies, bath toys, outdoor gear, Made in the USA foam sports balls and the iconic SLINKY®.

Highlights of new releases available in this Fall include:

ALEX TOYS®
ALEX TOYS® draws inspiration directly from tweens and incorporates the most popular fashion design elements in to their trend-leading DIY kits. Product expansions include an extensive line of Ultimate Kits including Tape Party, Pixel Jewelry, Wood Wonders, Sketch It Nail Pens and several Kitchen sets.

Art Machines are forecasted to be in- demand this Fall and ALEX TOYS® is responding with product introductions such as Go-Go Gear ArtTM, Pinball PainterTM , and Squeeze & Sculpt Dough MachineTM.

POOF®
Launch rockets straight into the atmosphere with the new line of Strato-Slam Rocket sets – including the Super Set, Battle Blast Set and LED Night Flight.

SCIENTIFIC EXPLORER®
Interactive experiments that help make learning fun are why SCIENTIFIC EXPLORER® is a leader in activity-based science kits for children. In the Mid-Year catalog SCIENTIFIC EXPLORER® introduces a line of Putty, including Light Up and Mix N’ Mold which change shape, melt and bounce as kids experiment with them.

IDEAL®
IDEAL® product introductions include a wide range of magnetic travel, wood and dice games, construction sets and snow toys. Exclusive to ALEX BRANDS® is the patented Dice Slide design that allows you to take and play dice anywhere – games include Unusual Suspects Dice SlideTM, Pig Out Dice SlideTM, Red Hott Yott Dice SlideTM and many more. Kids can launch the perfect snow ball with Sno-StrikerTM, build their own mazes with Amaze ‘N’ MarblesTM or challenge their friends to a game of Magnetic-Go Snakes n’ LaddersTM.

ZOOB®
ZOOB® building sets are unique in that the pieces move after they are put together, allowing for truly interactive creations. The product introductions include innovative extensions to the line such as Z-BRICKSTM, a new ZOOB® piece that connects with other brands of classic plastic building bricks, construction sets with glow in the dark pieces such as Creepy Glow Creatures and Glow Dinos, and a more powerful fastback ZOOBMobile truck.

BACKYARD SAFARITM
Make sure your kids are prepared for their next outdoor adventures with BACKYARD SAFARI TM essential field gear for anything, and everything, they might want to do in nature. Products include essential clothing such as Field Gear Cargo Vest, Field Utility Belt and Safari Hat. Kids can be prepared for any situation with field tested Binocs, Scoop Net, 6-in1 Field Tools, Field Wet Dry Kit, Lazer Bug Vacuum, Base Camp and much more.

ZILLIONZTM
The value of money is an important lesson and ZILLIONZ™ has been helping kids to learn this lesson through play for almost 20 years. ZILLIONZTM. Talking Cash Registers and ATMs, Savings Banks, Voice-Activated Safes and Smart Banks are just a few of the products that will have kids playing – and learning – for hours.

CITIBLOCSTM
Precision cut building blocks that are identical in shape and size. No glue or snaps are needed – simply stack together using gravity, imagination and balance! These blocs combine math, science and art while encouraging problem solving and creative thinking abilities. CITIBLOCSTM are made of eco-friendly pine wood that comes from certified renewable forests in New Zealand and use non-toxic water based paints. Highlights include the Dollhouse Blocs, Rollercoaster and Little Builders.

About ALEX BRANDS®

The ALEX BRANDS® family includes some of the most highly recognizable and award winning toys in the industry. ALEX TOYS® provides high quality toys, art supplies and craft activity kits that inspire creative expression in children of all ages. POOF® is the world’s leading brand of foam sports balls, many of which are Made in the USA. SLINKY® has been the icon of classic fun and a quintessential childhood toy since 1945. SCIENTIFIC EXPLORER® is the industry leader in children’s educational activity-based science kits. The IDEAL® brand is an emblem of nostalgic fun encompassing a wide variety of games, activity kits, magic sets and classic toys. Award-winning ZOOB® building sets are designed to move after they are put together, allowing for truly interactive creations. BACKYARD SAFARITM is the leader in essential field gear for outdoor role play and exploration. ZILLIONZTM has been helping kids better understand the value of money for almost 20 years. CITIBLOCSTM is a line of high-quality, precision cut wood constructions block. For more information about ALEX BRANDS®, please visit www.alexbrands.com.