ALEX Toys Official Blog

Nurit Amdur, Co-Founder and CEO

ALEX Toys

A practicing lawyer turned playful child forever, Nurit Amdur has followed her passion for personal and creative fulfillment! So, ready, set, create! Creating ALEX has been, for her, a labor of love. Launching it, nurturing it and fueling it with ideas and enthusiasm, Nurit has watched the company grow and develop an identity of its own; much as in our own life, as parents we watch our children grow and learn.

Nurit co-founded ALEX in 1986 with husband Rick, as their child entered preschool and became interested in creative play. Originally known for its art supplies and activity kits, today ALEX is a lifestyle brand of children’s products including over 700 items in categories of: bathtub play, imaginative and dramatic play, fashion/jewelry and whimsical children’s furniture. ALEX Little Hands® is designed especially for preschool kids and ALEX Jr.® is a line of developmental, plush and bath toys for baby.

Named a “Wonder Woman in Toys” in 2005 by the Women in Toys organization and Playthings magazine, Nurit Amdur is CEO of ALEX® and responsible for the company’s overall management and direction. She oversees the design, sourcing, production, and packaging of every ALEX® product. She has been a guiding force in the industry for over 20 years.

Do you have a question for Nurit? Please send your questions about child development, toys, fun, and more to info@alextoys.com with “Ask Nurit” in the subject line.

Your email just might be answered on the blog!