In 2011, "green" toy of Estrela
Valor Econômico
The appreciation in value of the Real over the past two years and the competition with Chinese products led to the reduction of the share of the exports in the sale of the Brazilian toy manufacturer Estrela, from 15% in 2008, to 2% this year, so far. "Our prices are high abroad with such foreign exchange rate. Then, we are investing in technology, so that it is worth [for the consumer] to pay a little more", said the President of the company, Carlos Tilkian, yesterday. The exports of the company are mainly intended for the countries of the Mercosur and Mexico.Estrela plans on selling "green" products, made with plastics produced by Brasken, from sugarcane, to countries like France, Germany and the USA. But that only as of 2001. "We greatly believe in the 'green plastic' product as of next year. We will gain competitive advantage, because China does not produce such type of product".
At the same time the exports fell, the imports of components and products already assembled in China remain strong. In 2008, the share of the imports in the sales of Estrela was of 50% - it is currently of 45%. The toys that are imported the most from China are those related to movies and TV series, besides toys with many electronic components. "It would be good if our imports represented 30%", said Tilkian. Estrela has three plants in Brazil. The sales amounted to R$ 118 million (US$ 60 million) in 2009, an increase of 8% compared to the prior year. For 2010, Estrela estimates growth of 15%.