Estrela

What Estrela does

Estrela is a privately held Brazilian consumer-products company founded in 1937, operating two primary brands — Estrela Brinquedos (toys) and Estrela Beauty (children's cosmetics) — out of a São Paulo–area headquarters in Itapevi managed through the operating entity Social S.A. (CNPJ: 61.780.375/0010-05). Its toy portfolio spans board games, dolls, play dough, baby toys, plush, and collectible action figures, anchored by iconic proprietary franchises including Banco Imobiliário (launched 1944, modernized with electronic cards in 2010 with a 4x sales outcome), the Susi doll (1966, 20M+ units sold by 1985), and the Genius electronic game (1980). Estrela Beauty, the company's children's cosmetics sub-brand for ages 3+, offers makeup, hypoallergenic and water-based nail polish, personal care, and accessories, formulated non-toxically for children. An additional Estrela Baby sub-brand serves infants and toddlers, and Estrela Cultural covers children's books.

The business is a direct-to-consumer operation: primary revenue comes from unit-priced hardware sales (toys and cosmetics) through the own e-commerce storefront at estrela.com.br and a network of physical retail locations in Brazilian shopping malls (eight identified across São Paulo, Rio de Janeiro, and Belém), with a newly launched franchise program to expand the Estrela Beauty footprint. Pricing is in Brazilian Reais, ranging from R$14 (play dough) to R$700 (premium Ferrorama), with installment plans up to 6x interest-free, 7% PIX discounts, free shipping thresholds, and 10% cashback on Estrela Beauty purchases; gift cards (from R$50) and corporate gifting add secondary monetization. Estrela licenses globally dominant IP (Disney, Marvel, Stranger Things, PAW Patrol, Masha e o Urso) and Brazilian digital creators (Luluca, Enaldinho, UTC, DPA) to refresh its catalog, and commands approximately 80% share of Brazil's top 10 best-selling games. The company is geographically restricted to Brazil with no disclosed international operations, funding rounds, or public listing.

Name

Estrela

Legal name

Estrela Brinquedos

Website

https://estrela.com.br

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Estrela is a privately held Brazilian toy and children's cosmetics company founded in 1937, selling iconic brands such as Banco Imobiliário and Susi dolls alongside licensed franchises through e-commerce and mall retail, serving children and families across Brazil.

Ownership category

akta.pro rank

Product category

Children's Toys

NAICS

Hobby, Toy, and Game Retailers (45912), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Hobby, Toy & Game Shops (5945), Dolls & Stuffed Toys (3942), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Toy & Game E-commerce Specialists (CRALAFAL)

akta.pro secondary industries

Traditional Toy Stores (CRALAFAA), Dolls, Plush & Action Figures Retail (CRALAFAD), Pop Culture, Licensed & Fandom Gifts Retail (CRALAJAK)

Keywords

• Children's toys
• Board games
• Children's cosmetics
• Licensed character toys
• Educational toys

Headquarters

HQ city

Vila Olímpia

HQ country

Brazil

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toy Sales (Estrela Brinquedos): One-time purchase revenue from selling toys including board games, dolls, action figures, play dough, baby toys, and vehicles through e-commerce and retail channels
2. Children's Cosmetics Sales (Estrela Beauty): One-time purchase revenue from selling children's cosmetics including makeup, skincare, haircare, and accessories through e-commerce and retail stores
3. Gift Cards: Sale of gift cards (cartão presente) starting from R$50, valid for 180 days after purchase, usable across the entire website
4. Corporate Gift Card Sales: Bulk corporate gift card purchases for employee recognition programs and company gifts

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Estrela manufactures and sells traditional and modern children's toys — including board games, dolls, action figures, play dough, baby toys, and plush toys — under the Estrela Brinquedos brand, alongside a children's cosmetics line (makeup, nail polish, personal care, accessories) under the Estrela Beauty brand. The company distributes its own products directly to consumers through its e-commerce website estrela.com.br and through physical retail stores located in shopping malls across Brazil. The portfolio combines long-standing proprietary franchises (Banco Imobiliário, Susi, Genius) with licensed character lines (Disney, Marvel, Stranger Things, Masha e o Urso).

Product overview

Estrela is a Brazilian toy and children's products company founded in 1937, operating two main brands: Estrela Brinquedos (toys) and Estrela Beauty (children's cosmetics). Estrela Brinquedos offers traditional and modern toys organized into product lines including board games (Jogos Estrela), dolls (Bonecas Estrela), play-doh products (Massinha Estrela), baby toys (Estrela Baby), and collectible figures (Linhas Estrela). Estrela Beauty is a dedicated sub-brand launched for children's cosmetics and personal care, offering makeup products, nail polish, hair care, and accessories specifically formulated for children. The company also offers gift cards (Cartão Presente) as a service. The product portfolio features both proprietary classic brands like Banco Imobiliário, Susi doll, and Genius game, as well as licensed products from franchises including Disney, Marvel, Stranger Things, Moranguinho, Masha e o Urso, and Minecraft.

Differentiator

Problem solved

Functional benefit

Brands

• Estrela Beauty: Line of children's cosmetics, makeup, and personal care products for kids aged 3+
• Estrela Cultural
• Estrela Baby

Products and services

• Estrela Brinquedos (Estrela Toys) Estrela's flagship proprietary toy brand offering a full range of children's toys including board games, dolls, action figures, play dough, baby toys, plush toys, and licensed character products, sold to consumers in Brazil via e-commerce and physical stores.
• Estrela Beauty Children's cosmetics brand offering makeup, nail polish, personal care products, and accessories with non-toxic child-safe formulations, targeted at children and pre-teens in Brazil.
• Jogos de Tabuleiro (Board Games) Board game product line for children and families, including iconic proprietary games (Banco Imobiliário, Genius) and licensed character board games, some featuring augmented-reality elements, sold to Brazilian consumers.
• Bonecas (Dolls) Doll product line for children, including the iconic proprietary Susi doll and licensed character dolls, sold to Brazilian consumers.
• Massinha (Play Dough) Play dough product line for children, offering modeling dough and creative play kits for young children, sold to Brazilian consumers.
• Estrela Baby Baby and infant toy line from Estrela Brinquedos, offering age-appropriate safe toys for babies and toddlers, sold to parents in Brazil.
• Linhas Estrela (Action Figures) Action figure product line for children featuring licensed characters (e.g., Marvel, Disney), sold to Brazilian consumers.
• Pelúcia (Plush Toys) Plush toy product line for children featuring soft character plush toys from licensed and proprietary franchises, sold to Brazilian consumers.
• Cartão Presente Estrela (Estrela Gift Card) Estrela-branded digital gift card that can be redeemed on estrela.com.br toward toys and children's cosmetics, sold to individual consumers for personal gifting and to companies for corporate gifting and rewards programs.

Quantifiable outcome

• 8 out of 10 best-selling games in Brazil are from Estrela
• +2 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• DisneycoreOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela holds licensing agreements with Disney for various product lines including Frozen, Toy Story, and Disney Princess characters. Products include board games like 'Cara a Cara Frozen 2', 'Cara a Cara Toy Story 4', and 'Cara a Cara Princesas Disney'.
• MarvelcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela holds special licensing for Marvel franchise games and products including Avengers, Spiderman, and Liga da Justiça themed action games like 'Jogo Tapa Certo' variants.
• Stranger ThingscoreOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces licensed Stranger Things themed products including board games and the special Susi Stranger Things doll collection.
• Masha e o UrsocoreOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces dolls and products based on the popular children's animated series Masha e o Urso (Masha and the Bear), including finger puppet versions and collectible dolls.
• O Show da LunaminorOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces Luna dolls based on the Brazilian children's animated series 'O Show da Luna'.
• Patrulha Canina (PAW Patrol)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces various Patrulha Canina (PAW Patrol) themed products including 'Jogo Tapa Certo', 'Build A Bot' figures, 'Sorveteria', and other play sets featuring the rescue dog characters.
• Detetives do Prédio Azul (DPA)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces board games based on the popular Brazilian children's series including 'Jogo Detetive Jr Detetives do Prédio Azul', 'Jogo Missão DPA: Apartamento 333', 'Jogo Hora do Mistério DPA', and 'Jogo Eu Sou? DPA'.
• Porta dos FundosminorOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces 'Jogo Porta dos Fundos' board game based on the popular Brazilian comedy channel and series.
• Luluca (YouTuber)minorOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces a line of Luluca dolls and plush toys based on the popular Brazilian YouTuber and content creator Luluca.
• Enaldinho (YouTuber)minorOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces 'Jogo Dinamite Enaldinho' board game based on the popular Brazilian YouTuber Enaldinho.
• UTC Não Pode RirminorOEM/ Whitelabel/ Licensing Partner · 1 January 2017Estrela produces 'Jogo UTC Não Pode Rir' and 'Jogo UTC Não Pode Rir 2' board games based on the popular Brazilian comedy YouTube channel UTC.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Grow: Grow is a Brazilian toy manufacturer with a similarly long heritage and broad toy portfolio (plastic toys, dolls, games). It is the closest domestic analogue to Estrela's Brinquedos business, competing for the same Brazilian retail shelf space and licensed franchises.
• Toymania: Toymania is another major Brazilian toy retailer with mall locations and e-commerce, directly competing with Estrela Brinquedos for the same children's toy customers in Brazil.
• Ri Happy Brinquedos: Ri Happy is Brazil's largest specialty toy retailer with nationwide mall-based stores and e-commerce. It is directly comparable to Estrela's retail footprint and competes for the same Brazilian family shopping occasions.

Broad incumbents

• LEGO: LEGO is the global construction toy leader with strong Brazilian presence. It is a broad incumbent competing for the same toy wallet share and shelf space as Estrela.
• Mattel: Mattel is a global toy incumbent (Barbie, Hot Wheels, Fisher-Price) that competes in dolls, vehicles, and licensed products, and shares Brazilian retail shelf space with Estrela.
• Hasbro: Hasbro is a global toy and games giant (Monopoly, Play-Doh, Marvel). It competes broadly with Estrela in board games and licensed products and is a licensor/competitor for shared franchises.

Emerging players

• Funko: Funko is a US collectibles and pop-culture figure company. It overlaps with Estrela's licensed doll/figure lines (Disney, Marvel, Stranger Things) and is an emerging player in the same fandom-retail category.
• Playmobil: Playmobil is a German figure and playset maker with strong preschool and licensed offerings. It is comparable to Estrela in the doll/figure and baby toy segments and competes for licensed deals in Brazil.
• Bandai Namco: Bandai Namco is a Japanese toy and entertainment company with growing global collectibles and licensed product lines (e.g., Tamagotchi). It overlaps with Estrela's licensed collectibles and action figure categories.

Others

• Faber-Castell: Faber-Castell is a long-standing Brazilian manufacturer of stationery, art supplies, and creative toys. It is an adjacent Brazilian peer sharing the kids' creative-play category and overlapping retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/estrelabeautyoficial
• Instagraminstagram.com/estrelabeautyoficial
• LinkedInlinkedin.com/company/brinquedos-estrela

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Estrela