From Tammy to Susi: How a Brazilian Doll Became a Classic

Susi is one of the most beloved and important dolls in Brazilian toy history. According to Estrela’s own corporate history, Susi marked the company’s first big step into the world of fashion dolls, introducing Brazilian children to this new style of play. She was officially launched in 1966 and stayed in production until 1985, becoming a familiar face in toy stores and in countless homes. By that time, Estrela reports that more than 20 million Susi dolls had been distributed, showing just how popular she really was. After a break, Susi made a nostalgic return in 1997, when Estrela relaunched her for a new generation of fans and for adults who had grown up playing with her.

For a long time, Susi enjoyed a pretty special spot in the Brazilian toy market. According to Folha and UOL, Estrela bought the rights to the American doll Tammy in 1966, gave her a new name—Susi—and launched her in a Brazil where foreign toys were hard to import and choice was limited. Barbie only showed up on Brazilian shelves much later, in 1982, also through Estrela, after the company secured a license from Mattel. That timing mattered a lot: during all those years before Barbie’s arrival, Susi wasn’t just “a Brazilian Barbie rival” or a simple copy. For a whole generation of Brazilian kids, she was the original reference point—the familiar, homegrown fashion doll that set the standard long before Barbie became part of everyday life in Brazil.

That is part of what makes Susi feel so special even today. She was not just a doll on a shelf; for so many Brazilian children, she was a familiar face from a very personal part of growing up. Seeing a doll who looked and felt connected to their own world could make childhood feel a little more seen, sparking memories of play, imagination, and the simple excitement of visiting a toy store.

Did you grow up with a Susi? Tell us about it! Whether you owned one, played with one at a friend’s house, or simply remember seeing her in store windows, we would love to hear the memories that stayed with you.