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. Many ALEX products have received the most prestigious honors in the industry with awards for our innovative, engaging and outstanding products from a variety of highly recognized magazines and toy review organizations. Awards include Child Magazines Best Toy, Nick Jnr Magazine Best Toy & Oppenheim Toy Awards.