Industry News


22 Sep - 2023

Tags from the story: Dogs Can Fly Brands, Estrela.

Estrela signed with Dogs Can Fly Brands a contract that aims to transform Estrela and its sub-brands into licensed brands.

With 86 years of innovation and success, Estrela is an important protagonist in the country’s history. With products that have marked several generations, it is a symbol of quality and pioneering in toys industry in the Brazilian market.

Estrela´s history refers to a future of new strategic brand´s decisions. Making its main sub-brands licensable is a natural path when the company reaches a level of brand awareness and admiration, and a recent and successful collab with the iconic Reserva for men’s, women’s, children’s pieces, accessories and toys has shown to Estrela the opportunities to be even more present among its fans and consumers.

The beginning of this partnership reinforces the objectives of Dogs Can Fly Brands, which is positioned as a reference in the licensing market in the country. “Estrela arrives to join a portfolio of winning brands, in a strategy that promises even more news throughout the year,” says Cleomar Alves, commercial director at Dogs Can Fly Brands. “We are consolidating a position as an agency specialized in the operations of national and international brands, following retail trends aligned with consumer behavior. This naturally attracts important players in the market, as well as strengthening partnerships with licensees from all over the country, “adds Cleomar.

Dogs Can Fly Brands has developed an exclusive style guide together with X-Guides, with concepts with a great collection impact in lifestyle-oriented brand strategies.  The Kidult consumer (term used to characterize a group of people who, even after adulthood, still like and consume toys) has enormous potential and increasingly represents an important share of toy sales, especially in the Americas. Estrela alone accounts for 15% of sales. “With this partnership we seek greater market breadth, acting in different categories that will make nostalgia a present possibility of consumption,” explains José Henrique Caldas, CEO of Dogs Can Fly Brands.

Aires Fernandes, Estrela´s marketing director, said “In the last edition of Abrin – the largest toy trade show in Latin America – that behind each toys there is a storytelling linked to the product, which will be the trigger to these adults who aim to get products that meet their needs. In this line, Estrela’s partnership with Dogs Can Fly Brands seeks to strengthen a marketing strategy that materializes these feelings through licensed products for various occasions and needs, awakening the sense of belonging and admiration to the most important toy brand in Brazil.

Estrela has more than two thousand sub-brands in its portfolio, and among them were chosen Pogobol, Fofolete, Autorama, Maximus, Ferrorama, Comandos em Ação and Banco Imobiliário for a first phase of product licensing in various categories.

Dogs Can Fly and Estrela begin pre-contract negotiations with major licensees nationwide in September.

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