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580120-3_3D Flower Jewelry-frontNew Items Span Multiple Categories of Play and Include Line Extensions for Award-Winning Brands


Fairfield, NJ, February 12, 2016 – Alex Brands®, a family of brands comprised of some of the most iconic, recognizable and award winning products in the toy industry, today revealed its new introductions for 2016 at the North American International Toy Fair®. Alex Brands broadens its offerings in numerous categories of play, including: spa, crafts and DIY, outdoor/active, STEM, infant/preschool and licensing partnerships.

“Alex Brands has grown to include 12 brands, expanding our product offering to meet current trends and the various interests of children of all ages” said Neil Friedman, CEO of Alex Brands. “We continue our commitment to help children become more active and develop their imagination and creativity, with innovative and fresh, new concepts across the line, positioning us for continued growth.”


Alex Brands’ 2016 range of new introductions includes:


From body tattoos and hair fashion to nail polish and appliques, tweens can express their own personal style with chic and trendy new ALEX SPA items. Innovative new concepts in temporary tattoos include customizable, multi-layered effect body art with Layer & Wear Watercolor Tattoos. Tweens can host their own nail party with ice cream scented nail polish and micro bead sprinkles in the Sweet Scent Sprinkle Nails kit. They can add the finishing touches to their look with My Lites Custom Streaks, allowing tweens to glide washable, custom streaks of color through their hair.

The Maker Movement is gaining popularity with consumers who want to create and customize their own unique products and Alex Brands makes it easy to get started, with products such as the ALEX Toys Sweetheart String Art. Tweens who like creating their own room décor can take “string art” to the next level without the hassle of nails or pins, as each kits contain unique plastic molds that allow young designers to easily create a beautiful piece of art.

Tweens can incorporate embellished galaxy pendants, natural wood elements and butterfly hair accents into their own personal look with new DIY accessory kits, including; Stitch & Wear Wood Jewelry, Paint & Sparkle Galaxy Jewelry and Layer & Sparkle Butterfly Headbands.

Innovation in jewelry design and room décor is taken to a stylish new dimension with Shrinky Dinks! With patent pending silicon bracelet, ring and flower molds, children can infuse their own personal style as they color, bake, shrink and transform the flat sheets into three dimensional works of art! New items include Shrinky Dinks 3D Flower Jewelry, Shrinky Dinks Statement Jewelry and Shrinky Dinks 3D Butterfly Lights.

The Shrinky Dinks brand offers both activity kits and bulk sheets for the DIY consumers taking part in the Maker Movement. Six different bulk sheet sets are available for the crafter who truly wants to bring their own original designs to life.


Designed for ultimate throwing ability, the new POOF Tunnel Ball is ergonomically designed to go the maximum distance, while the Fling Flyer will have children launching the foam rocket from the palm of their hand.

 Buzz Bee Toys is expanding with high-quality, exciting new products. New to Air Warriors and Water Warriors are the Ultra-Tek Cyclonic and Stingray, which are sure to entertain the young and not so young audience by providing the ultimate play experiences. The Ultra-Tek Cyclonic is a clip-fed dart blaster that hits targets up to 72 feet away. Stingray, the newest water blaster, will drench the competition up to 42 feet away with high performance air pressure.


Children can design and build their dream city like an Urban Planner! The Scientific Explorer Young Architect City Planner allows them to design and build an entire stackable city in hundreds of unique combinations.

New CitiBlocs building sets take play to the next level with patent pending connector hardware found in four new building sets. These six new connector pieces allow classic CitiBlocs pieces to be joined, hinged and rotated for more versatile, creative building.

Space exploration continues with two additional ZOOB Galax-Z kits for younger builders, featuring easy instructions to build multiple creations.


Kaloo presents little ones with soft and enchanting creations that offers tenderness and security. For Spring 2016, the beloved comfy classics are accompanied by the new Rouge Kaloo collection which features a family of three new animals (a mouse, a rabbit and a bear) available in three colors. Each animal is very soft, very stylish and very cuddly, with a nod to vintage design and style.

The new JANOD collection for 2016 is radiant and full of energy. New characters full of charm and originality, join long-standing favorites. Young children will enjoy building the roley, poley Zigolos Bear Stacker & Rocker with its combination of smooth wood and fluffy plush pieces. The Janod Firefighter Story Express birch-wood train set tells a new heroic story, complete with rescue vehicles, firemen and scenery. Enclosed in a gorgeous round gift box, the Giant World Map is a 300 piece puzzle offering children a fun and educational way to discover the different countries on the planet.


Alex Brands expands its licensed product offering with fresh new activities for Nickelodeon’s animated series, Shimmer and Shine® and Blaze and the Monster Machines®. New items for younger crafters include a Shimmer and Shine Knot-a Pillow and a Blaze Color Scroller.

Alex Brands has also partnered with Universal Studios for the July 2016 animated movie release, The Secret Life of Pets®, which tells the adventures of two NYC dogs lost in the city. An array of crafts activities and novelty products will embody the movie’s characters, including Slinky Pets, Scra-fitti and Knot-a Pillow Max.



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 for children of all ages. Brands include ALEX Toys®, POOF®, Slinky®, Ideal®, Backyard Safari®, Buzz Bee Toys®, Kaloo®, Janod®, ZOOB®, Zillionz®, Scientific Explorer® and Shrinky Dinks®. Through their corporate contribution program, Alex Brands Cares™, they have created meaningful partnerships that brighten children’s days through play, and to give back to communities locally and nationwide. For more information, visit www.alexbrands.com, www.facebook.com/alextoys or www.twitter.com/alextoys.