Alex Brands
Alex Brands's Overview
Alex Toys is a renowned brand specializing in children's creative and educational toys, arts and crafts kits, bath toys, and pretend play items. Founded in 1986, Alex Toys has built a strong reputation for high-quality products that foster creativity, learning, and imaginative fun for children of all ages. The brand emphasizes hands-on activities that help develop essential skills and self-expression. In 2020, the Alex Toys brand, along with other craft lines from Alex Brands, was acquired by Horizon Group USA, a leader in the creative D.I.Y. consumer products industry. Today, Alex Toys continues its legacy of inspiring young minds under the umbrella of Horizon Group USA, benefiting from its extensive distribution and innovation capabilities.
Where is Alex Brands's Headquarters?
HQ Function
Serves as the central hub for Horizon Group USA, managing operations, product development, design, marketing, and sales for Alex Toys and other company brands.
Notable Features:
Modern corporate office facilities designed to support a collaborative and innovative environment, essential for a company focused on creative consumer products.
Work Culture:
As part of Horizon Group USA, the work culture is likely dynamic, fast-paced, and creative, with a strong emphasis on teamwork, innovation in the toy and craft sector, and bringing fun, educational products to market.
HQ Significance:
The Edison headquarters is crucial for the strategic direction, brand management, and logistical operations of Alex Toys, ensuring its products reach a global audience effectively.
Values Reflected in HQ: The headquarters' operations for Alex Toys reflect values such as creativity, quality, child development, innovation, and a commitment to providing engaging experiences for children, aligned with Horizon Group USA's mission.
Location:
Alex Toys, as part of Horizon Group USA, has a significant global presence. Its products are designed in the USA and manufactured through a global sourcing network, primarily in Asia. Alex Toys are distributed internationally, available in numerous countries through major retail chains, specialty toy stores, and online e-commerce platforms. Horizon Group USA's international offices and partnerships support this global reach in sales, marketing, and distribution, ensuring children worldwide can access Alex Toys' creative products.
Street Address:
295 Northfield Avenue
City:
Edison
State/Province:
NJ
Country:
USA
Alex Brands's Global Presence
Hong Kong, China
Address: Unit 703, 7/F, Chevalier Commercial Centre, 8 Wang Hoi Road, Kowloon Bay, Hong Kong (Horizon Group Limited)
Facilitates efficient production and procurement in the key manufacturing region of Asia, vital for the toy and craft industry.
Dongguan, China
Address: Address details not publicly specified (Operational Site for Horizon Group USA)
Supports direct manufacturing operations and ensures product quality standards are met for goods produced in the region.
Los Angeles, CA, USA
Address: Address details not publicly specified (Horizon Group USA Office)
Strengthens Horizon Group USA's presence on the U.S. West Coast, facilitating key business relationships and market access.
Buying Intent Signals for Alex Brands
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Executive Team of Alex Brands
As of April 2025, Alex Brands' leadership includes:
Investors of Alex Brands
Alex Brands has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Specific executive new hires or exits at Horizon Group USA related to the Alex Toys brand have not been widely publicized in the last 12 months. Any top-level changes would be at the Horizon Group USA corporate level.
Technology (Tech Stack) used by Alex Brands
Discover the tools Alex Brands uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Alex Brands Email Formats and Examples
Email communications related to Alex Toys are typically handled through its parent company, Horizon Group USA. Common email formats at Horizon Group USA likely use a combination of first name, last name, or initials.
[first_initial][last]@horizongroupusa.com
Format
jdoe@horizongroupusa.com
Example
80%
Success rate
News and media
The Toy Book • May 21, 2024
Horizon Group USA Honored at 2024 Licensing International Excellence Awards
Horizon Group USA was among the winners at the 2024 Licensing International Excellence Awards. The company won in the 'BEST LICENSED PRODUCT – HBA, INFANT, PET' category for its Sesame Street Bath Collection, showcasing its strength in licensed product development, an area relevant to its diverse brand portfolio including Alex Toys....more
The Toy Book • February 12, 2024
Horizon Group USA Highlights New Product Lines and Innovations
Horizon Group USA consistently introduces new and innovative products across its brands, including Alex Toys. While specific to past events like Toy Fair, such announcements reflect ongoing product development and commitment to freshness in their offerings in the arts & crafts, STEM, and activity categories....more
PR Newswire • August 3, 2020
Horizon Group USA Acquires Various Arts & Crafts Brands From Alex Brands, Including Alex Toys
Horizon Group USA announced its acquisition of several leading arts and crafts brands from Alex Brands, including ALEX Toys®, Ideal®, and Scientific Explorer®. This strategic acquisition significantly expanded Horizon's portfolio in the creative activities sector....more
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