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Estrela's trajectory in Brazil is marked by ups and downs, from absolute leadership in toys to the struggle to survive in a market dominated by foreign giants, economic changes and the strength of nostalgia that still moves generations.
For decades, Estrela was synonymous with childhood in Brazil.
The company, founded in 1937, delighted generations with era-defining toys such as Genius, Falcon, Pogobol and Monopoly.
In the 80s and 90s, it was practically impossible to spend a Christmas without seeing a gift with the brand's logo.
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But time passed and the toy giant lost space on the shelves and in the collective imagination.
Today, the Star still exists, but it is just a shadow of the power it once was.
Estrela's trajectory is marked by innovation, resounding success and a sudden decline amid economic opening and market transformations.
Despite keeping Brazilians' emotional memories alive, the company faces challenges to remain relevant in the face of global competition and new forms of children's entertainment.
Rise of a star that illuminated generations
Estrela was founded in São Paulo in 1937, producing wooden toys.
As the years passed, the company stood out for its innovation by migrating to plastic toys, an important step that put it ahead of the competition.
During its peak, between the 70s and 90s, Estrela held more than 80% of the toy market in the country.
It was the absolute leader, producing classics that became a hit among children.
Partnerships with international giants such as Mattel and Hasbro have enabled the manufacture and distribution of hits such as Barbie, Joe Joe, Hot Wheels and Transformers.
Iconic advertising campaigns, unforgettable jingles and slogans such as “Brinquedo é Estrela” reinforced its presence in Brazilian homes.
More than a brand, Estrela has become a symbol of trust and quality for parents and children.
Economic opening: the turning point in the 90s
The scenario changed drastically with the economic opening promoted by the government of Fernando Collor de Mello in the early 90s.
Before that, the national market was protected by trade barriers that prevented the entry of foreign products.
With the easing of imports, much cheaper Chinese toys invaded the Brazilian market.
Unable to compete with low prices and without exclusivity over international licenses, Estrela quickly lost ground.
Mattel and Hasbro began operating directly in Brazil, ending the partnerships that had driven the brand's growth for decades.
This reality check found Estrela still stuck in outdated business models and ill-prepared for such aggressive competition.
Internal errors and questionable management
In addition to external competition, Estrela faced internal problems that accelerated its decline.
The company was slow to react to market changes and continued to rely on a bloated structure and outdated strategies.
As the years passed, factories were closed, jobs were eliminated and the company collapsed.
In 2003, Estrela filed for bankruptcy protection, pressured by debts and a lack of technological competitiveness.
In an attempt to survive, the company began to target nostalgia.
It relaunched classic products such as Genius, Aquaplay, Banco Imobiliário and other hits in retro versions.
This strategy worked in part, especially among adults seeking to relive childhood memories.
Does the Star still exist?
Yes, Estrela is still active — but with a very different profile from the one that made it famous.
Today, the company has around 300 employees, a significant drop from the more than 6 employees at its peak.
To adapt to modern times, the brand invested in online sales, digital marketing actions and toys inspired by YouTubers and pop culture characters.
There is also a focus on exports and specific partnerships that help keep the company in the market.
Nostalgia continues to be one of Estrela’s main weapons.
Many adults, driven by fond memories, buy classic toys for their own children or out of pure collecting.
The “Estrela Clássicos” line has become one of the company’s flagship products.
Curiosities that show the grandeur of the Star
• The company’s original name was “Estrela S/A Toy Factory”.
• The Genius toy, launched in 1980, sold more than 2 million units in Brazil alone.
• The Falcon doll, manufactured between 1977 and 1994, was successfully re-released among collectors.
• In 1995, the loss of the rights to Barbie was one of the biggest blows to the company's revenue.
• Estrela's Christmas commercials, with their striking soundtrack, are remembered to this day by thousands of Brazilians.
A legacy that persists
Despite all the difficulties, Estrela remains alive in the hearts of Brazilians.
His legacy transcends the barriers of time and economics.
Even out of the spotlight, the brand still resists, with creativity and emotional appeal.
The company's future remains uncertain, but its importance in national culture is undeniable.
The Star marked not just one generation, but several.
His trajectory is a true lesson on the ups and downs of an empire built on childhood dreams.
In times when digital dominates entertainment, Estrela tries to reinvent itself with the same essence that made it famous: bringing smiles and creating memories.
Do you still have any Estrela toys or remember a favorite from your childhood? Share your memories in the comments!
Back then, they made real toys! Today, they only make ugly toys! It's hard to find a decent one!
I remember Estrela's commercials, I was lucky enough to win Falcon dolls, I also believe that baby teeth balls were also manufactured by Estrela, among others, times of pure happiness.
I worked at Estrela as an office boy, and I had the pleasure of meeting Angélica and Michael Jackson