#ello creation system

[lillythepug1]

Okay I know I'm personally pretty hard on the modern kids' toy market, but then I remember going absolutely batshit playing with this shit

I THOUGHT THIS WAS A FEVER DREAM FOR LITERAL YEARS

Because I couldn't remember what this was called and the people dont know. THEY DON'T KNOW ELLO

[leewithsprinkles]

Ello Creation System - A Deep Dive

While scrolling on Youtube I found myself remembering about the Ello Creation System, and after trying to look for pictures of the sets I used to have I found myself getting into a hyperfixation hole about the whole thing.

I'm not so sure how obscure or unknown they are, but after a while I was able to uncover a bit of history about them, and I want to share that with the world.

(Ello-Opolis: People, Places and Things set)

In the late 90's to early 2000;s, Ivy Ross was the head of Mattel's creative division, being in charge of "Project Platypus", a team developing a new set of building toys aimed for preteen girls. In that team was Richard Manville, who developed the concept and idea for the toy, from the branding and packaging to the look of the pieces. After Bratz launched, Ivy Ross left Mattel and a couple of months after Ello Creation System was discontinued.

One thing that I find interesting is how the Wikipedia page says it was discontinued in 2004, while in Mattel's own website it states some of the toys were released in 2005. Also, not all of the sets are listed on Mattel's website, such as Ello-Opolis Cats and Dogs, and On The Go Snow (which even has an Amazon listing), and there's even some that I haven't found any pictures of besides the ones on the Mattel website like the watch and the scooter.

(High Res image of the scooter set from @richardmanville . No other pictures currently exist on the internet (that I know of).

(This is the only picture of the watch on the whole internet, I'd absolutely love to own one, but I think I'd be okay with just a high-res picture. Was it ever released?)

A very interesting thing I'd like to share is what I've found on the United States Patent and Trademark Office website, which mentions the name Ello Creation System and its logo were registered under Mattel until 2011, for its use in items such as toys, educational games, clothing and shoes, bed spreads, lunch boxes, cutlery, hair combs, toothbrushes, backpacks, stationary, lamps, shampoo, and even bandages, they sure wanted to be covered in case the name went big.

(One of the Ello trademarks on the USPTO website)

In that same search I found out that after their trademark ran out, in 2013 LeapFrog grabbed the name "ello" for a brand of water bottles, which was one of the intended uses Mattel had for the line.

The reason for the discontinuation is still unknown, but since Manville is still present in social media maybe he could bring some light into it. Since I'm not any type of notorious journalist, documentary YouTuber or any of the sorts I don't think I've got the qualifications to bother him about an obscure project he ran 20 years ago, but maybe one of you does, in which case I'd love to hear about it to get the end of the mystery, my ASD brain would absolutely appreciate that!!

Let me know if any of you knew about this, or if you've got any other info you'd like to share about the toys! Whether it be your stories about playing with them or if you know any bits or pieces missing!

[weirdgirlvampire]

I’m fully prepared for this to get no notes but the memory of these just hit me like a truck

[rainydayboardgame]

Does anyone else remember ello creation system? These toys were so awesome and marketed toward girls to encourage them to build and create. They were so fun and only around for a few years. I had so much fun playing with these as a kid!

[richardmanville]

Project: Product Concept, Design and Product Development Client: Mattel, Inc. Services Provided: Product and Brand Strategy, Naming and Copywriting, Design of Identity, Product, Packaging, Presentation

http://www.richardmanville.com/portfolio/ello-concept/

[richardmanville]

Project: Product Concept, Design and Product Development Client: Mattel, Inc. Services Provided: Product and Brand Strategy, Naming and Copywriting, Design of Identity, Product, Packaging, Presentation

http://www.richardmanville.com/portfolio/ello-concept/

[galaxianmothman]

Definitely not modding Ello blocks into this game, oh no.

[playfulmoon]