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. ALEX produces over 1,000 items in expanded categories of toys: imaginative and dramatic play, fashion and jewelry, whimsical children’s furniture, Rub A Dub® and Tub Tunes® bath toys, ALEX Little Hands® preschool products and ALEX Jr.®, developmental, plush and bath toys for baby!