California Toys

What California Toys does

California Toys (legal name: California Toy Comercio de Artigos Diversos Ltda) is a São Paulo–based B2B wholesale importer and distributor of collectible diecast miniatures and related toys, operating in Brazil since 1991. The company holds exclusive or national distribution rights in Brazil for more than ten international brands, including Jada Toys, M2 Machines, Majorette, Auto World, Greenlight, Carrera, Norev, Minichamps, Welly, Maisto, and Burago, and complements these with its own sub-brands (California Classics, California Junior, California Minis, California Cycle) and a Polish building-block line (Cobi). Its catalog spans scales from 1:10 to 1:64 across cars, motorcycles, trucks, aircraft, slot-car racing sets, building blocks, and licensed thematic collections (Fast & Furious, Batman, Jurassic Park, Back to the Future, Transformers, The Walking Dead, among others).

California Toys sells exclusively to registered Brazilian retailers (lojistas) with valid CNPJ in the toys and gifts sector, with pricing hidden behind login. The only exceptions to its B2B model are special events such as Salão DieCast and Salão do Automóvel, where direct consumer sales are permitted. The company maintains a single physical showroom in São Paulo capital, generates revenue through wholesale hardware sales, and conducts customer outreach via Instagram, email newsletters, and annual participation in Brazil's Abrin toy fair and Germany's Nuremberg Toy Fair. It is a privately held limitada with no external investment, no subsidiaries, and no disclosed financial figures.

The business is operationally traditional: no proprietary technology platform, no AI/ML capabilities, no APIs or integrations, and headcount and revenue are undisclosed. Regulatory exposure is limited to INMETRO product certifications (e.g., 007893/2022, 012648/2022) required for legal toy sales in Brazil. The company is founder-led — Djalmir Soldovieri has run it since 1991 — and remains a niche, relationship-driven importer-distributor rather than a scaled technology-enabled platform.

Name

California Toys

Legal name

California Toy Comercio de Artigos Diversos Ltda

Website

https://californiatoys.com.br

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

California Toys is a São Paulo–based B2B wholesale importer and exclusive Brazilian distributor of international collectible diecast miniature brands (Jada Toys, M2 Machines, Majorette, Carrera, etc.), selling exclusively to registered toy and gift retailers with CNPJ since 1991.

Ownership category

akta.pro rank

Product category

Collectible Toys and Scale Model Wholesale Distribution

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)

akta.pro secondary industry

Traditional Toys Distribution (CRAOAMAA)

Keywords

• Diecast collectible miniatures
• Wholesale toy distribution
• Slot car racing tracks
• B2B collectibles importer
• Licensed scale models

Headquarters

HQ city

Socorro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Distribution of Collectible Miniatures: California Toys operates as a wholesale importer and distributor of collectible diecast miniatures, selling exclusively to registered retailers (lojistas) with CNPJ in the toys and gifts sector. The company imports products from international manufacturers and distributes them throughout Brazil.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

California Toys is a wholesale importer and distributor of collectible diecast miniatures, slot car racing tracks (Carrera), building blocks (Cobi), and licensed thematic toys serving exclusively registered Brazilian toy and gift retailers with valid CNPJ. The company imports products from international manufacturers under exclusive or national distribution rights and resells them B2B through a São Paulo showroom and a login-gated e-commerce platform.

Product overview

California Toys operates as a wholesale B2B e-commerce platform for collectible diecast miniatures and toys, exclusively serving retail store owners (lojistas) in Brazil. The product portfolio centers on diecast vehicle miniatures across multiple scales (1:10 to 1:64) from distributed international brands including Jada Toys, Majorette, M2 Machines, Carrera, Cobi, Maisto, Burago, Auto World, Greenlight, Norev, Welly, Johnny Lightning, and California Collectibles. The offering also includes electric slot car racing tracks (Carrera), building blocks, and the company's own sub-brand California Classics featuring Brazilian vehicle heritage. Thematic collections leverage entertainment licenses such as Fast & Furious, Batman, Jurassic Park, Transformers, and Back to the Future. California Junior serves as an entry-level own brand for budget-conscious collectors. The platform functions as an importer-distributor rather than a technology product, with no API, integrations, or AI capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• California Classics: A sub-brand featuring Brazilian car miniatures including Opala models in 1:24 and 1:64 scales.
• California Junior
• California Minis
• California Cycle

Products and services

• Diecast Collectible Miniatures Metal and plastic collectible miniature vehicles including cars, motorcycles, trucks, and airplanes in various scales (1:10 to 1:64), representing licensed brands and thematic collections. Sold wholesale to registered Brazilian toy and gift retailers (lojistas) with valid CNPJ for resale to collectors and hobbyists.
• Electric Race Tracks (Pista Elétrica) Slot car racing sets and accessories, including Carrera brand track systems with themed sets like Mario Kart and Paw Patrol, plus slot cars and accessories for race tracks. Distributed wholesale to registered Brazilian retailers.
• Building Blocks (Blocos de Montar) Construction toy blocks and building sets for children, including Cobi-branded licensed aircraft models (F-14 Tomcat, F/A-18 Super Hornet, P-51 Mustang). Distributed wholesale to registered Brazilian retailers.
• Thematic Collections Licensed collectible miniatures featuring entertainment franchises including Fast & Furious (Velozes e Furiosos), Batman, Back to the Future (De Volta Para o Futuro), Jurassic Park, Transformers, The Walking Dead, Breaking Bad, Starsky & Hutch, Mad Max, Lost, and others. Distributed wholesale to registered Brazilian retailers.
• California Classics Series Brazilian-themed collectible miniatures featuring classic Brazilian vehicles like Chevrolet Opala, Ford Escort XR3, and Volkswagen models in 1:24 scale, exclusive to California Toys. Distributed wholesale to registered Brazilian retailers.
• California Junior

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered minor, core and major.

• BR ClassicsminorStrategic or Co-development Partner · 1 January 2022Partnership for exclusive premium miniature releases of the Chevrolet Opala in 1:64 scale, developed through the BR Classics brand for the Brazilian collector market.
• Salão DieCastminorGTM or Marketing Partner · 16 March 2019Major sponsor and supporter of the Salão DieCast convention event since its inception in 2019. California Toys is one of the main sponsors of all editions and has participated with a booth to showcase and sell products. Exceptionally, California Toys sells directly to consumers during this event.
• Jada ToyscoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Jada Toys, a major manufacturer of diecast collectible miniatures and action figures known for their Hollywood Rides franchise and Fast & Furious licensed products.
• M2 MachinescoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for M2 Machines, known for high-quality 1:64 scale diecast miniatures featuring American classic cars from the 1950s-60s with exceptional detail and craftsmanship.
• MajorettecoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Majorette, a French manufacturer known for high-quality diecast miniatures. The Majorette brand was introduced to Brazil by California Toys in 2020 and has gained market share annually.
• Auto WorldcoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Auto World, a manufacturer specializing in 1:64 scale diecast replicas.
• GreenlightcoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Greenlight, known for 1:64 scale diecast vehicles and various licensed themes.
• CarreracoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Carrera, a leading manufacturer of slot car racing tracks and electric race sets.
• NorevcoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Norev, a French manufacturer known for high-quality diecast models.
• MinichampscoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Minichamps, a German manufacturer specializing in 1:18, 1:43, and 1:64 scale diecast models of racing and automotive subjects.
• WellycoreChannel Partner/ Reseller/ Distributor · 1 January 1991Exclusive distributor in Brazil for Welly, a manufacturer producing a wide range of diecast vehicles and playsets.
• MaistomajorChannel Partner/ Reseller/ Distributor · 1 January 1991National distributor for Maisto, a major manufacturer of diecast vehicles, motorcycles, and aircraft in various scales.
• BuragomajorChannel Partner/ Reseller/ Distributor · 1 January 1991National distributor for Burago, a well-established Italian manufacturer of diecast models and slot car racing products.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Elka Brinquedos: Established Brazilian toy company manufacturing and distributing imported and domestic toys through a national wholesale network. Overlaps with California Toys in the B2B channel serving Brazilian toy and gift retailers.
• Estrela: Brazil's largest legacy toy manufacturer and distributor, founded 1937 in São Paulo. Sells a broad portfolio of children's toys (including collectibles and vehicles) through a wholesale and retail channel structure directly comparable to California Toys' B2B distribution model.
• Toymania Brinquedos: Brazilian toy ecommerce and B2B distributor carrying multiple international brands. Competes directly with California Toys for the same lojistas (registered retailers) in Brazil, particularly for hobby, collectible, and licensed toy categories.

Broad incumbents

• Spin Master Brasil: Global toy company with strong presence in collectibles and licensed diecast vehicles in Brazil. Operates broadly in the same hobby/collectible space as California Toys through direct retail relationships and own-brand distribution.
• Ri Happy: Brazil's largest toy retail chain with 200+ stores nationwide and significant direct-import capability. Acts both as a potential customer of California Toys and as a competitor, given its scale and ability to bypass traditional distributors for major brands.
• Mattel Brasil: Local subsidiary of the global toy giant owning Hot Wheels, the dominant 1:64 diecast collectible brand. Represents both the strongest competitive threat in diecast and a potential principal/buyer relationship risk relative to California Toys' smaller-scale imported brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/californiatoys
• LinkedInlinkedin.com/company/california-toy-comercio-de-artigos-diversos

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about California Toys