Alex Brands


As a family of brands it includes some of the most iconic names in the toy industry, including Alex Toys, Poof, Ideal Games, Slinky and Scientific Explorer. From classic, timeless toys and games to open-ended activities that emphasize children’s developmental needs, Alex Brands lends itself to a lifestyle of creative and active play.


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, pre-schoolers, pretend play, spa, fashion, jewellery and active play.


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.


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.


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 original walking spring toy. From the first metal Slinky® in 1945 to Slinky® Dog, we continue to celebrate a tradition of timeless entertainment that children of all ages can enjoy


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.

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