The Ilfoflex is based on the TLR design (12 on a roll), though of course without focusing, its really just a fancy box camera - or at least as fancy as you can get with a fixed plastic lens (f/8, compared to the the Orion's f/11).
The waist level finder sets it apart from the other toy camera's, though the finder is increadably dim and grainy. Like the Diana the Ilfoflex has a range of aliases, and this is just one of many names used by this camera - its most commonly known as a Bedfordflex. It's also been spoted as the Randorflex.
This camera was obviously intended to promote Ilford film (it has the inscription "Use Ilford 127 film" on the winding knob). Sadly Ilford don't make 127 film any more - perhaps because people associated it with the results they got from this camera!