In a trajectory marked by ups and downs, the star is one of the most iconic names in the toy market in Brazil. Even though it is no longer at the height of decades ago, it is still one of the main players of this market, and has been adapting to changes in consumer behavior. In recent years, diversified business, has associated the brand with influencers and has relaunched products that were successful in the past.
Founded in 1937 by Siegfried Adler, the manufacturer, who started with cloth dolls, won generations with classics like Real Estate Bank, Genius and Falcon. In recent decades, however, it has faced significant challenges, including legal disputes, foreign competition with the opening of the Collor Plan for toys made in the country and the need to reinvent itself.
The break with Mattel in the late 1990s It is among one of the most striking episodes. The partnership, which lasted about 30 years, allowed the star to manufacture and market the Barbie doll in Brazil. With the end of the agreement, the star relaunched the Susi doll, absent from the market for over a decade, in an attempt to regain the Brazilian public.
However, the separation triggered a legal dispute: the star requested compensation of R $ 64.4 million alleging damage, stating that he had removed Susi from shelves to favor barbie sales. The court, however, considered the request unfounded, noting that the company’s financial situation was already complicated before the breakup.
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In addition to Mattel, the star wags a long judicial battle with Hasbro. The US multinational charges unpaid royalties on the commercialization of 20 toys, including the real estate bank. Hasbro also requires the star to transfer part of its brands and destroy toys that, according to the company, would have been copied from its products. Although Hasbro won first and second instances, the star filed appeals and was able to suspend some decisions, keeping the real estate bank in its portfolio.
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The man behind the turn
Carlos Tilkian It is the central figure of the star’s transformation. He took over the company’s vice presidency in 1993 after leaving Gessy Lever (current Unilever), and three years later It surprised the market by acquiring the founding family company, the Adler. The decision was considered risky, as the star faced a severe crisis, with stranded stocks and bulky debt of tax not paid with the government. Many predicted that the company would be sold to foreign giants or even close the doors. Tilkian, however, bet on brand power and the ability to reverse the adverse scenario.
Under your management, The star began a process of modernization, relaunching classics such as Real Estate Bank, Detective, Life and Combat Game. In addition, he invested in the licensing of games inspired by popular TV shows, such as Million show, Big Brother Brazil and the Limit. China, once competitor, today provides electronic components for star toys.
In addition to relaunching products that marked generations, the company bet on digital influencers and new technological formats to dialogue with younger audiences, such as the Youtuber Luluca doll, success among children and adolescents.
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Presence in e-commerce
In the digital environment, the star has been strengthened with official shops in marketplaces such as Shopee, Magalu, Amazon, American and Free Market. The main strategy in digital channels is to focus on the so -called ‘Kidults’, nostalgic toys that attract adults looking to remember childhood. Highlights of this line include Falcon, Genius, Pogobol, Authorama Ayrton Senna, the Strawberry Shortcake and the Emilia doll.
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In addition to the toy industry, the star diversified its business with the creation of star Beauty, a brand focused on the Beauty and Children’s Perfumery segment. Another arm of the group is the Estrela Cultural publisher, focused on children’s books. Founded about five years ago, the publisher has already made titles at international events and saw its sales grow amid the redemption of reading habit during the pandemic.
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In 2024, the star registered gross sales of R $ 188.71 million. But the toy manufacturer ended the year with a loss of R $ 24.3 million.
