My Cart


About Via E


Our Vision

To provide a values-focused environment for girls to be girls by delivering products that inspire imagination, participative exploration, and dreams for tomorrows.

Our Mission

1)  To provide the highest quality products while enhancing the experience of growing up.

2)  Reinforcing ethical values while nurturing skills that provide the tools to achieve and navigate our ever-changing world.

3)  To unite all ages and encourage each to Play More.


Founder's Letter

Success starts in an unencumbered mind where anything is possible. The minds of the young are therefore best suited for the seeds of success to grow. Repetition of anything creates a habit or a skill, thus, the dreams and play practices of our youth become the foundations of their futures.

It is our goal, our mission, to help build life skills and give lift to the dreams of every girl, across all social and economic boundaries while providing opportunities for girls to help each other. My dream and the purpose of this company is to ignite the sparkle in every girl’s eyes while helping each of them grow to fulfill their dreams.

Via E was built to partner with parents—to deliver products that support parenting goals.  We are not a large corporation; we are parents with a quest to reclaim our children’s playtime from today’s large corporations who follow the latest entertainment trends without regard for impact on the children they are suppose to serve.

My door, my heart, is always open to you.  If you have any questions or any ideas of what you would like Via E to participate in, email me at

Many warm wishes,

Ellen Callen

Hello You!

Join our mailing list