Ello Creation System ("Ello") was a construction toy manufactured by the American toy-company Mattel, Inc. between the years 2002-2004. The toy set was created by the American designer Richard Manville. The Ello Creation System was a breakthrough toy created to engage girls in construction play.
History
Mattel Girls-Division President, Adrienne Fontanella, and Senior VP of Worldwide Girls Design, Ivy Ross, were looking for and exploring new opportunities for girls outside of dolls and traditional doll play-patterns.
In 2001, with the intent to find an opportunity in non-traditional play patterns for girls, Ivy Ross created an in-house think tank (later named Project Platypus). The think tank consisted of a variety of volunteer Mattel employees from inside and outside of the product development department. The think tank's goal was to create a toy that would successfully engage girls in construction play.
Over a series of weeks the think tank divided into a collection of teams and individuals who developed competing concepts for a series of focus group testing and selection by girls and their parents. A concept named Ello created by former Barbie Packaging Creative Director Richard Manville received enthusiastic praise from both girls and parents alike.