New at Zulily! ALEX – up to 50% off – activity & pretend play! What began in 1986 as simple, high-quality arts and crafts products for kids has blossomed into an international company with the goal of fostering creativity and self-esteem. ALEX’s colorful, engaging toys, games and craft kits are all tested at independent laboratories for the highest standards in safety, and they have received a staggering 300-plus awards for their designs.