Rastar
Rastar (星辉互动娱乐) is a Chinese publicly-traded entertainment group operating two core segments: licensed toy products (RC cars, diecast, ride-ons under 35+ auto brand IPs) and mobile game publishing (Three Kingdoms, Maple Story, Ragnarok). Products reach 120+ countries via B2B distributors and e-commerce, with the Espanyol football club currently being divested.
- Company typePublic
- Founded2000
- HeadquartersGuangzhou, China
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rastar does
Rastar (星辉互动娱乐) is a Chinese publicly-traded entertainment group (Shenzhen Stock Exchange: 300043) operating two core business segments: licensed toy products and mobile game publishing. Founded in 2000 and listed in 2010, the company manufactures and distributes officially licensed toy vehicles, RC cars, diecast models, building block sets, ride-on vehicles, bicycles, and intelligent robot toys under the RASTAR brand, holding official IP licensing agreements with over 35 world-renowned automotive brands including BMW (global exclusive licensee), Ferrari, Lamborghini, Mercedes-Benz, Audi, McLaren, Red Bull Racing, Porsche, Bentley, Pagani, and Land Rover. The toy business is supported by 240+ patents and a manufacturing base in Shantou/Chenghai, with 400+ SKUs sold across 120+ countries and trademark protection in 110+ jurisdictions. Distribution combines B2B international distributors (Detsky Mir, TESCO/Argos, MONDO, Jamara, BigToys USA) with direct e-commerce (Tmall, JD.com, Amazon USA/UK).
The Rastar Games segment develops and publishes mobile games based on licensed IPs including Three Kingdoms, Maple Story (Nexon license), Ragnarok, and Time Raiders (Nanpai Sanshu), distributed across WeChat Mini Games, Huawei, Xiaomi, and Tencent platforms. The 'Maple Story: Maple Sequel' mini-game achieved 80%+ 7-day retention and the self-developed 'Battlefield without Borders' reached #1 iOS Free Chart in Japan. The company also owns RCD Espanyol, a Spanish La Liga football club acquired in December 2015, which is currently being divested to AL K Capital for approximately €190 million in a deal announced June 2025. Rastar's headcount is 501-1,000 employees, with reported 2018 Q1-Q3 revenue of 2.24 billion CNY and a global footprint spanning China, Europe, North America, Russia, and Latin America.
Rastar firmographics
Firmographics- Name
- Rastar
- Legal name
- 星辉互动娱乐股份有限公司
- Website
- https://rastar.com
- Company type
- Public
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Rastar (星辉互动娱乐) is a Chinese publicly-traded entertainment group operating two core segments: licensed toy products (RC cars, diecast, ride-ons under 35+ auto brand IPs) and mobile game publishing (Three Kingdoms, Maple Story, Ragnarok). Products reach 120+ countries via B2B distributors and e-commerce, with the Espanyol football club currently being divested.
- Ownership category
- akta.pro rank
Rastar industry classification
Industry- Product category
- Licensed Toy Manufacturing
- NAICS
- Doll, Toy, and Game Manufacturing (339930)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- RC Model Kits & Parts (Cars, Drones, Boats, Planes) (CRALAKAI)
Keywords
Where Rastar is headquartered
LocationHeadquarters
- HQ city
- Guangzhou
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
Rastar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 玩具产品销售: 星辉娱乐核心业务之一，通过销售各类正版授权玩具产品获取收入。产品涵盖遥控车模、合金车模、拼装积木玩具、婴童玩具及户外骑行用品等多元化产品线。累计超过400款优质玩具产品远销120多个国家和地区。
- 游戏产品研发与发行: 星辉游戏板块业务，运营《三国群英传》、《冒险岛》、《斗破苍穹》、《盗墓笔记》、《仙境传说RO》等多款头部IP游戏。通过游戏内购、订阅等方式实现收入。
- IP授权与版权: 通过获得世界知名汽车品牌的正版授权（如宝马、兰博基尼、法拉利、奥迪等超过35个品牌），使用IP资源进行玩具产品开发，并获得F1、达喀尔拉力赛、勒芒耐力赛等国际顶级赛事的官方正版IP授权。
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 玩具产品通过B2B批发渠道销售，定价因产品类型、品牌授权、材质等因素差异较大。 |
Distribution channels6 records
Marketing channels5 records
Rastar product offering
Product offeringCore offering
Rastar manufactures and sells licensed toy vehicles — including remote control cars, diecast models, building block cars, children's ride-on vehicles, outdoor cycling products, and intelligent robot toys — featuring official IP from over 35 world-renowned automotive brands such as BMW, Ferrari, Lamborghini, Mercedes-Benz, Audi, McLaren, Pagani, and Red Bull Racing. Through its Rastar Games division, the company also develops and publishes mobile games built around licensed IPs including Maple Story, Ragnarok, Three Kingdoms, and Time Raiders, distributing them on WeChat Mini Games, Huawei, Xiaomi, and other platforms.
Product overview
Rastar Group operates two core business segments: Rastar Toys (星辉玩具) and Rastar Games (星辉游戏). Rastar Toys specializes in licensed toy vehicles and children's products featuring official IP from 35+ world-renowned automotive brands including BMW, Ferrari, Lamborghini, Mercedes-Benz, Audi, McLaren, and Red Bull Racing. Product lines span RC cars, building block sets, diecast models, ride-on vehicles, outdoor cycling products, and intelligent robot toys. Rastar Games develops and publishes mobile games including Three Kingdoms strategy titles, Maple Story IP mini-games, Ragnarok mobile games, and card RPGs. The company leverages its IP licensing capabilities across both business segments, sharing automotive and motorsport IP for toys while holding gaming IPs like Three Kingdoms, Maple Story, Ragnarok, and Time Raiders. With operations spanning 120+ countries and trademark protection in 110+ territories, Rastar maintains integrated R&D, manufacturing, and global sales channels.
Differentiator
Problem solved
Functional benefit
Brands
- RASTAR: Main toy brand focusing on licensed car models, RC cars, diecast toys, ride-on vehicles, and bicycles with over 35 world-renowned car brand licenses
- 星辉玩具
- 星辉游戏
Products and services
- Rastar Toys - Remote Control Cars (星辉玩具-遥控汽车) Licensed remote control cars featuring official IP from over 35 world-renowned automotive brands including BMW, Lamborghini, Ferrari, Mercedes-Benz, Audi, and McLaren. Scales range from 1:12 to 1:18 with 2.4G anti-interference remote control, LED lighting, suspension systems, and composite materials.
- Rastar Toys - Building Block / Assemble Series Cars (拼装积木车) Building block toy cars featuring licensed IPs from Pagani, Audi, and other luxury brands. Includes 1:8 scale models with details such as butterfly doors and gull-wing hoods, combining construction play with licensed car aesthetics.
- Rastar Toys - Diecast Models (合金车模) Diecast model cars with officially licensed IPs from Mercedes-Benz, Land Rover, Audi, Red Bull F1, McLaren, and Ferrari. Available in 1:24, 1:32, and 1:36 scales with features like opening doors, mechanical linkage steering, and zinc alloy construction.
- Rastar Toys - Children's Electric Ride-on Cars (电动童车) Children's electric ride-on vehicles featuring official brand licensing from Ferrari, BMW MINI, Audi, and Land Rover. Include 2.4G remote control and self-drive modes, LED lighting, soft leather seats, and safety features such as slow-start technology.
- Rastar Toys - Outdoor Cycling Products (户外骑行) Children's bicycles, tricycles, balance bikes, and electric motorcycles featuring official brand licensing from BMW MINI and Mercedes-Benz. Includes patented foldable designs, aluminum alloy frames, disc brakes, and safety components.
- Rastar Toys - Smart Robot Toys (智能机器人) Intelligent toy robots including machine dogs, machine dinosaurs, RS robots, and Space series toys. Features include voice remote control, programming functions, infrared gesture control, and AI-enabled interactive capabilities for educational and entertainment purposes.
- Rastar Games - Maple Story IP Mobile Games (冒险岛IP系列) Mobile and mini-game development based on the Maple Story IP, including the WeChat Mini Game 'Maple Story: Maple Sequel' targeting nostalgic and casual players with classic job system meets modern idle game mechanics.
- Rastar Games - Three Kingdoms Series (三国群英传系列) Self-developed strategy game series based on the Three Kingdoms IP, including 'Legend of Three Kingdoms: Strategizing the Nine Kingdoms' featuring true RTS gameplay with deep strategic mechanics. Awarded Huawei HarmonyOS Annual Innovation Game award.
- Rastar Games - Ragnarok IP Mobile Games (仙境传说IP) Mobile games based on the Ragnarok IP including 'Ragnarok Dawn' published on WeChat Mini Programs, featuring Q-version art style with MMORPG mechanics targeting casual and dedicated players.
- Rastar Games - Time Raiders (盗墓笔记) Card RPG mobile game based on the 'Time Raiders' IP (Nanpai Sanshu novel) featuring Q-version models with tomb-raiding exploration gameplay; won Xiaomi's Most Innovative Mini-Game award.
- Rastar Games - Battlefield without Borders (无尽的边境) Self-developed strategy mobile game launched in South Korean and Japanese markets. Achieved No.4 on iOS Free Chart in South Korea on launch day and No.1 on iOS Free Chart in Japan.
Quantifiable outcome
- 产品远销120多个国家和地区
- +3 more outcomes
Companies that use Rastar
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Rastar technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability6 records
Feature6 records
Rastar partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered 核心.
- Espanyol足球俱乐部核心据2025年6月12日新闻报道，星辉娱乐正推进出售Espanyol足球俱乐部事宜，AL K Capital正进行收购谈判，交易接近1.9亿欧元。
- 德国宝马汽车公司核心2018年1月29日，星辉娱乐与德国宝马汽车公司正式签订为期6年的全球独占性授权合同，成为宝马公司动态车模、儿童自行车系列产品的全球唯一授权商。星辉娱乐自2011年起获得宝马全系列动态车模的全球独占性可转授授权，此次授权合同的签署更新了上述产品品类的授权周期。
- 法拉利核心星辉娱乐获得法拉利官方正版授权，生产多款法拉利车模产品，包括法拉利488 PISTA SPIDER童车、法拉利499P遥控车等。法拉利499P遥控车获得2025中外玩具大奖-年度外观设计奖。
- 兰博基尼核心星辉娱乐获得兰博基尼官方正版授权，生产多款兰博基尼车模产品，包括帕加尼积木车、1：14兰博基尼Huracan STO遥控车、兰博基尼STO合金车模等。
- 奥迪核心星辉娱乐获得奥迪官方正版授权，生产奥迪RS Q e-tron遥控车、1：8奥迪R8积木车、奥迪TT电动童车等多款产品。
- 迈凯伦核心星辉娱乐获得迈凯伦官方正版授权，生产1：18迈凯伦Senna遥控车、迈凯伦F1 MCL36遥控车等多款F1赛车相关产品。
- 梅赛德斯-奔驰核心星辉娱乐获得奔驰官方正版授权，生产1:12奔驰F1遥控车、奔驰折叠三轮车、宝马MINI儿童自行车等多款授权产品。
- 保时捷核心星辉娱乐获得保时捷官方正版授权，是保时捷汽车公司全系列产品的授权合同。
- 宾利核心星辉娱乐获得宾利官方正版授权，生产1:18宾利慕尚合金车等高端车模产品。
- 布加迪核心星辉娱乐获得布加迪官方正版授权，生产1:18布加迪威速合金车等高端车模产品。
- 路虎核心星辉娱乐获得路虎官方正版授权，生产路虎极光电动童车、路虎揽胜合金车等产品。
- 帕加尼核心星辉娱乐获得帕加尼官方正版授权，生产帕加尼积木车（1：8帕加尼Huayra BC）等高端产品。
- 微信小游戏平台核心星辉游戏受邀参加微信小游戏开发者大会，分享《冒险岛》IP小游戏开发经验。《冒险岛：枫之新篇》借助微信平台为正版授权头部IP提供的流量入口，实现高密度破圈曝光。游戏七日留存超过80%。
- Nexon（冒险岛IP）核心星辉游戏获得Nexon授权，开发《冒险岛》IP相关游戏产品，包括《冒险岛：枫之新篇》等小游戏产品。
- 微点工作室（仙境传说RO）核心星辉游戏获得仙境传说RO IP授权，开发相关移动游戏产品。
- 南派三叔（盗墓笔记）核心星辉游戏获得《盗墓笔记》小说IP授权，开发卡牌RPG《盗墓笔记》手游，荣获小米游戏最具创新小游戏奖。
- 广东省游戏产业协会核心星辉游戏作为首批响应大湾区"游戏+"共创计划的头部企业之一，参与乡村振兴、人才培育、文旅文博传承、数字科技等领域共建项目。
- 广州市游戏行业协会非遗专业委员会核心星辉游戏与广绣、广彩、石湾陶塑、香云纱、醒狮、咏春拳等十余位国家级、省级非遗传承人共同组建非遗专委会，推动非遗元素数字化转化和游戏产业升级双向赋能。
- 潮汕木雕非遗传承人陈培臣核心星辉游戏与第一批国家级非物质文化遗产项目潮州木雕代表性传承人陈培臣合作，将"虾蟹篓""百鸟朝凤"等经典木雕纹样数字化，植入游戏《三国群英传》的建筑与道具设计。
- 华为核心星辉游戏与华为保持紧密合作，探索游戏与技术的创新融合。《三国群英传-横扫六合》获得华为年度HarmonyOS创新游戏奖，在华为 HarmonyOS 6发布会上作为案例展示。
- 小米游戏核心星辉游戏与小米游戏保持紧密合作，荣获小米游戏2025年新兴合作伙伴、最受欢迎游戏、最具创新小游戏三项大奖。
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
Rastar competitors and assessment
Company assessmentBroad incumbents
- LEGO: Global leader in building-block construction toys, including licensed automotive sets (Porsche, McLaren, etc.). Rastar's 'building block car' product line competes in the same construction-toy category, though LEGO operates at significantly larger scale and brand premium.
- Hasbro: Major global toy and games company with strong licensed product lines and games businesses. Comparable to Rastar's dual toy-and-game model, with similar dependence on third-party IP (Marvel, Star Wars, etc.) and global distribution reach.
- Mattel: Global toy leader behind Hot Wheels, Matchbox, and licensed vehicle brands (including Disney, WWE). Directly comparable as a multinational toy manufacturer with deep IP licensing relationships and a strong diecast/RC car portfolio—the same core category where Rastar competes.
- Tomy: Japanese toy manufacturer with a global diecast and RC vehicle portfolio, including Tomica and Tomytec lines. Comparable in product categories, target age segments, and reliance on automotive IP licensing.
- Bandai Namco: Japanese toy and game conglomerate combining physical toys, collectibles, and video games. Closely mirrors Rastar's toys-plus-games structure and its strategy of leveraging IP across physical and digital formats.
Emerging players
- Funko: Pop-culture collectible toy maker with a license-heavy product model and multi-category expansion into games and digital. Comparable as a licensed-IP toy company, though Rastar's automotive focus differs from Funko's entertainment-character focus.
- Pop Mart: Chinese collectible toy company with strong IP-driven product development, domestic and global retail expansion, and a public market valuation benchmark. Comparable as a Chinese-based IP-driven toy company pursuing global brand-building—though Rastar is more licensed-vehicle focused and Pop Mart is design/IP-originated.
Direct peers
- Spin Master: Canadian toy and entertainment company with RC vehicles, licensed products, and digital games. Highly comparable as a multi-category toy maker with adjacent games and entertainment businesses targeting similar end markets and retail channels.
- Maisto: Diecast model and RC car specialist producing licensed automotive replicas at scale. The most direct global competitor to Rastar in the licensed diecast and RC vehicle categories, including similar Ferrari, Lamborghini, and Porsche license arrangements.
- Bburago: Italian diecast model maker specializing in licensed Ferrari, Lamborghini, and Formula 1 replicas. Direct head-to-head competitor in the same licensed diecast category Rastar dominates, with overlapping brand partnerships and retail channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Rastar social profiles
Digital presenceRastar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rastar leadership team
Management profileNumber of profiles
Profiles4 records
Rastar subsidiaries and ownership
Company hierarchySubsidiaries2 records
Rastar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rastar M&A and investment
M&A and investmentM&A3 records
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rastar
What does Rastar do?
Rastar manufactures and sells licensed toy vehicles — including remote control cars, diecast models, building block cars, children's ride-on vehicles, outdoor cycling products, and intelligent robot toys — featuring official IP from over 35 world-renowned automotive brands such as BMW, Ferrari, Lamborghini, Mercedes-Benz, Audi, McLaren, Pagani, and Red Bull Racing. Through its Rastar Games division, the company also develops and publishes mobile games built around licensed IPs including Maple Story, Ragnarok, Three Kingdoms, and Time Raiders, distributing them on WeChat Mini Games, Huawei, Xiaomi, and other platforms.
Is Rastar a public or private company?
Rastar is a public company. It is classified as public and is currently operating.
When was Rastar founded?
Rastar was founded in 2000. It employs 501 to 1,000 people.
Where is Rastar based?
Rastar is headquartered in Guangzhou, China, in the Asia region.
How does Rastar make money?
Three revenue lines are on record. 玩具产品销售 is the primary driver. The others are 游戏产品研发与发行 and IP授权与版权.
Who are Rastar's main competitors?
Broad incumbents on record are LEGO, Hasbro, Mattel, Tomy and Bandai Namco. Emerging players are Funko and Pop Mart. Direct peers are Spin Master, Maisto and Bburago.
Does Rastar have an API?
No public API is recorded for Rastar.
What industry is Rastar in?
Rastar's product category is Licensed Toy Manufacturing. Its primary akta.pro industry code is CRALAKAI, RC Model Kits & Parts (Cars, Drones, Boats, Planes). Its NAICS code is 339930 and its SIC code is 3944.