Founded in 1986 as a supplier of quality art supplies and crafts kits for kids, ALEX has become a lifestyle brand for creative fun. From infant to toddler to tween, ALEX products inspire kids to express their creativity by offering innovative creative toys for baby, bath time, pretend play and active play. ALEX Jr. baby toys target infants ages 0–18 months and incorporate vibrant colors and graphics for visual and tactile stimulation along with hands–on features designed to help develop hand–eye coordination. ALEX Little Hands toys and games are made specifically to prepare pre–schoolers ages 2–4 for their first day of school with easy to follow "no reading required" instructions. Encourage creativity with finger paint sets, make a splash at bath time with fun bathtub toys or get your little one into the groove with a music center; celebrate the art of fun with award–winning toys and games for your children.