BRINQUEDOS: negócio de pequenos para futuros grandes
Autor:                                    Antonio Carrilho Farias | Publicado: 2013-11-02T09:12:00-03:00


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Antonio Carrilho Farias, 02/11/2013



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Quando me perguntaram, certa vez, em que
negócio investiria, se tivesse muito capital, respondi sem hesitar: montar ou
comprar uma fábrica de brinquedos. A razão dessa preferência? A resposta também
é simples e está intimamente relacionada ao fato de que o negócio “brinquedos”
oferece muitas possibilidades criativas e, em consequência, instiga a desafios
que abrangem aspectos, como: necessidade de compreensão dos conceitos inerentes
a estado do ego criança e sua
aplicação no processo de criação dos brinquedos; educação para um futuro melhor
no adulto; criatividade e inovação; sobrevivência em ambiente competitivo;
estratégias para superar crises; prazer de trabalhar com o mundo encantado da
criança, entre tantos outros.



Um panorama da indústria de brinquedos mostra
que esse setor apresenta algumas características que marcam essa indústria no
mundo e no Brasil. O relatório da Agência Brasileira de Desenvolvimento Industrial
(ABDI) de agosto de 2011, por exemplo, revela que “uma das características da
indústria mundial de brinquedos é a concentração da produção na região
asiática, sob a liderança da China”, que é responsável por mais de 70% da
produção mundial de brinquedos. No ranking
dos principais países exportadores de brinquedo em 2009, a China aparece em 1.º
lugar e Hong-kong em 2.º, isolados, nas categorias de jogos de salão, patinetes,
brinquedos semelhantes de rodas, bonecos e outros brinquedos, enquanto
que o Brasil sequer aparece entre os 10 primeiros lugares, conforme tabela 3
desse relatório. Outra característica que marca esse setor é o seu efeito
sazonalidade. O relatório da Associação Brasileira dos
Fabricantes de Brinquedos
(ABRINQ), abrangendo o período de 1992 a 2012, revela que é no
segundo semestre que as vendas de brinquedos se configuram mais elevadas, em
percentual, destacando-se os meses de agosto, setembro e novembro, em toda a
série histórica observada. É, sem dúvida, um excelente dado para alimentar o
planejamento da produção de brinquedos.



Sobre estrutura e concentração da indústria
brasileira de brinquedos, o relatório (agosto 2011, p. 14) esclarece:



A
indústria brasileira de brinquedos reproduz internamente uma das
características existentes no plano mundial: a composição heterogênea de sua
estrutura, marcada pela convivência entre um conjunto muito reduzido de grandes
empresas, que concentram parcela relevante da produção e do emprego, e um
número elevado de micro e pequenas empresas.



Nesse relatório (p. 15), um mapa de distribuição
de fábricas de brinquedos no Brasil deixa claro que a maior concentração dessa
indústria está no sul e sudeste do Brasil. Mais adiante, na página 17, tratando
de mercado e vendas, o relatório acrescenta um dado curioso, que marca uma
direção contrária em relação à produção nacional:



O Brasil
pode ser considerado um dos principais mercados consumidores mundiais de
brinquedos [...]. O mercado brasileiro de brinquedos é atendido por produtores
nacionais, mas com peso significativo de produtos importados, principalmente
chineses. 



Esses dados revelam o quanto o Brasil ainda
precisa percorrer para alcançar o topo do sucesso na produção e no comércio de
brinquedos, até porque, sendo um negócio de características extremamente
competitiva, em um mercado globalizado, requer que os dirigentes brasileiros
desse setor industrial adotem estratégias criativas para competir.


O ego criança
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O ato de brincar é um dos que mais estimulam
a “criança” que existe em cada pessoa. Recorrendo aos conceitos da Análise Transacional (AT), na parte que
se refere à estrutura da personalidade, segundo sua concepção, a criança é um dos estados do ego, do
sistema Pai – Adulto – Criança (P-A-C)*.




Apesar de a ideia deste ensaio não ter como
objeto os estudos de AT e nem caberia nesse espaço, gostaria recorrer a alguns
trechos de James e Jongeward (1983, p. 135-136), que servem para dar significado
mais apropriado ao estado do ego Criança
e sua relação com os propósitos deste trabalho:



[...] Quando
alguém reage como fazia na infância – inquisidor, afeiçoado, egoísta, mau,
brincalhão choramingas, manipulável – está reagindo em seu estado do ego
Criança, que se desenvolve em três partes distintas: a Criança Natural, o
Pequeno Professor, e a Criança Adaptada.

Criança Natural é aquela parte do estado do
ego Criança que é a criança expressiva muito jovem ainda, impulsiva, não
determinada, e que ainda existe no íntimo de cada um. É como um bebê
egocêntrico, amante do prazer, que reage com afeição enternecedora quando suas
necessidades são satisfeitas, ou com rebeldia raivosa quando não o são.

Pequeno Professor é a sabedoria infantil não
aprendida na escola. É aquela parte do estado do ego Criança que é intuitiva,
reage às mensagens não-verbais e dá seus palpites. Com ela a criança resolve as
coisas, como por exemplo, quando chorar, quando ficar quieto, como fazer a mãe
sorrir. O pequeno Professor também é muito criativo.

Criança Adaptada é aquela parte do estado do
ego criança que demonstra uma modificação das inclinações da Criança Natural.
[...]. Por exemplo, uma criança está naturalmente programada para comer quando
tiver fome. Logo depois de nascer, entretanto, seu impulso natural poderá ser
adaptado para que coma num horário determinado pelos pais. [...].



Como o texto acima, de James e Jongeward pode
demonstrar, os conhecimentos da AT são de extrema utilidade para os trabalhos
de uma fábrica de brinquedos, sobretudo no que se refere à compreensão dos
conceitos de estado do ego Criança
Natural e do Pequeno Professor.
Uma empresa que explorar melhor pedagogicamente tais conceitos, no processo de
concepção de seus produtos, penso que poderá obter vantagens competitivas em
relação aos seus concorrentes.



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   UnhideWhenUsed="false" Name="Medium List 1"/>
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   UnhideWhenUsed="false" Name="Medium List 2"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1"/>
  <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2"/>
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   UnhideWhenUsed="false" Name="Colorful Shading"/>
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   UnhideWhenUsed="false" Name="Dark List Accent 1"/>
  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
  <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
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  <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 2"/>
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   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
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   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
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   UnhideWhenUsed="false" Name="Light List Accent 3"/>
  <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
  <w:LsdException Locked="false" Priority="63" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
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  <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
  <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 4"/>
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   UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
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   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
  <w:LsdException Locked="false" Priority="64" SemiHidden="false"
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  <w:LsdException Locked="false" Priority="65" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
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   UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
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   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
  <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 4"/>
  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
  <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
  <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
  <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 5"/>
  <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
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   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
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   UnhideWhenUsed="false" Name="Dark List Accent 5"/>
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   UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
  <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
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   UnhideWhenUsed="false" Name="Light List Accent 6"/>
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   UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
  <w:LsdException Locked="false" Priority="65" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
  <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
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   UnhideWhenUsed="false" Name="Dark List Accent 6"/>
  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
  <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
  <w:LsdException Locked="false" Priority="19" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
  <w:LsdException Locked="false" Priority="21" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
  <w:LsdException Locked="false" Priority="31" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
  <w:LsdException Locked="false" Priority="32" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
  <w:LsdException Locked="false" Priority="33" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
  
  
 
<![endif]--><!--[if gte mso 10]>

 /* Style Definitions */
 table.MsoNormalTable
 {mso-style-name:"Tabela normal";
 mso-tstyle-rowband-size:0;
 mso-tstyle-colband-size:0;
 mso-style-noshow:yes;
 mso-style-priority:99;
 mso-style-qformat:yes;
 mso-style-parent:"";
 mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
 mso-para-margin:0cm;
 mso-para-margin-bottom:.0001pt;
 mso-pagination:widow-orphan;
 font-size:10.0pt;
 font-family:"Times New Roman","serif";}

<![endif]-->Imagine uma pessoa que tenha capital suficiente
e deseje investir nesse negócio. O que deveria fazer? Creio que, antes mesmo de
buscar orientações no SEBRAE, de ler os relatórios da ABDI e de fazer estudos
específicos, deveria “visitar” o site
da ABRINQ, no link “Guia dos brinquedos e do brincar”,
logo na introdução, no qual pode ser encontrado um texto atrativo, que estimula
o interessado a mergulhar no mundo da criança:

<!--[if gte mso 9]>
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  DefSemiHidden="true" DefQFormat="false" DefPriority="99"
  LatentStyleCount="267">
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   UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
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   UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
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   UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
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   UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
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   UnhideWhenUsed="false" Name="Table Grid"/>
  
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   UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
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   UnhideWhenUsed="false" Name="Light Shading"/>
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   UnhideWhenUsed="false" Name="Light List"/>
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   UnhideWhenUsed="false" Name="Light Grid"/>
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   UnhideWhenUsed="false" Name="Medium Shading 1"/>
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   UnhideWhenUsed="false" Name="Medium List 1"/>
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   UnhideWhenUsed="false" Name="Light List Accent 1"/>
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   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
  <w:LsdException Locked="false" Priority="65" SemiHidden="false"
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  <w:LsdException Locked="false" Priority="34" SemiHidden="false"
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  <w:LsdException Locked="false" Priority="29" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
  <w:LsdException Locked="false" Priority="30" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
  <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
  <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
  <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 1"/>
  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
  <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
  <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 2"/>
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   UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
  <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
  <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
  <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 2"/>
  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
  <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
  <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
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   UnhideWhenUsed="false" Name="Light List Accent 3"/>
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   UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
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   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
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   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
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   UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
  <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
  <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
  <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 3"/>
  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
  <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
  <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
  <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 4"/>
  <w:LsdException Locked="false" Priority="62" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
  <w:LsdException Locked="false" Priority="63" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
  <w:LsdException Locked="false" Priority="64" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
  <w:LsdException Locked="false" Priority="65" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
  <w:LsdException Locked="false" Priority="66" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
  <w:LsdException Locked="false" Priority="67" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
  <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
  <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
  <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 4"/>
  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
  <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
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Brincando,
as crianças constroem seu próprio mundo e os brinquedos são as ferramentas que
contribuem para esta construção. É com os brinquedos que elas começam a
desenvolver sua criatividade e sua habilidade para mudar o futuro. Quando as
crianças têm oportunidade de brincar, dispõem de brinquedos para brincar,
individualmente ou em grupos, vivem uma experiência que enriquece sua
sociabilidade e sua capacidade de se tornarem seres humanos criativos. Os
brinquedos fazem com que as crianças compreendam que o mundo está cheio de
possibilidades e que eles, brinquedos, simbolizam as oportunidades de expansão
da criatividade do homem. Está claro que os brinquedos desempenham um papel
decisivo para converter as crianças de nossos dias em adultos maduros, com
grande imaginação e autoconfiança.



A leitura de todo o guia é imprescindível
para o novo empreendedor começar fazendo a coisa certa. Nele são abordadas
questões e fornecidas informações essenciais para empresas e clientes trilharem
o melhor caminho, como: cuidados e medidas de segurança; como escolher um
brinquedo; comportamentos e preferências por faixas etárias; e envolvimentos
dos pais.





Nunca tive o prazer de entrar nas instalações
de uma fábrica de brinquedos, mas, apesar de o processo de produção variar, em
função da natureza de cada produto e respectivos insumos, entendo que um
processo padrão deve ou deveria contemplar algumas etapas, como: acesso a
informações do segmento a ser atendido; momentos de insights de desenvolvimento preliminares de ideias; decisão e
concepção do modelo a ser produzido; seleção e aquisição dos insumos; preparação
dos moldes; processamento do modelo concebido, de acordo com as especificações;
testes de controle da qualidade e ajustes; processamento final do modelo e
armazenamento para distribuição.



A cadeia produtiva de brinquedos no Brasil
pode ser encontrada na página 13 do relatório da ABDI, contemplando basicamente
os seguintes setores e etapas: 1) extração
e refino (petróleo e gás - refinaria);
2) indústrias de primeira, segunda e
terceira geração, produzindo o PVC; 3) “brinquedos”,
que recebem outras matérias primas; 4) distribuição; 5) fábricas de
brinquedos que recebem peças prontas e fazem importações; 6) mercados nacional e
internacional, abrangendo: magazines, supermercados e similares,
especializados, atacadistas e outros.



Um texto de Giuliana Bergamo e reportagem de
Maurício Xavier, da revista “Veja” (14/12/2012), com o
título Conheça o processo de
criação dos brinquedos que alegram a meninada, mostra muito
bem como funciona o processo criativo de um brinquedo. As palavras “sacadas” e “inspiração”
são a chave da partida de todo um processo. A interessante reportagem destaca
alguns casos famosos, como o de Ruth Handler que, ao ver algumas meninas,
incluindo sua filha, entretidas com trocas de roupas de bonecas de papel, teve
a ideia de criar modelos adultas. Mostra também que as grandes empresas, nos
EUA, possuem espécie de laboratório de desenvolvimento, teste e aperfeiçoamento
de seus produtos. É o caso da Mattel em que os empregados, escondidos atrás de
falsos espelhos, observam as crianças brincando por faixa etária.



O livro “Fábrica de Brinquedos” de Girotto (2010) com
a chamada introdutória “brincando de fazer brinquedos” deixa evidente o quanto
prazerosa e criativa é a arte de criar e fabricar brinquedos. Mas não é apenas
um livro para crianças, apesar de estar localizado nesse setor da livraria; é
um livro escrito para ajudar adultos na educação de crianças e, além de tudo,
um livro para o empreendedor perceber alternativas criativas no negócio
“brinquedos”. Umas das curiosidades da temática é que são 12 brinquedos
relacionados com datas comemorativas em cada mês do ano.



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As pesquisas são instrumentos de grande
importância para o processo decisório. Contudo, algumas preocupações deverão existir,
antes do uso de suas informações, devido a questões, como: representatividade
da amostra; confiabilidade dos métodos e das fontes; forma de tratamento, bem
como qualidade da interpretação de dados e informações; influência do contexto,
em termos de oportunidade do momento e mobilização da moda; etc.


Consultando a alguns links de reportagens sobre pesquisas de preferências e tendências
do negócio brinquedos, é possível encontrar manchetes, como: Brinquedos antigos são os que
as crianças mais querem
(Economia &amp; Negócios do Estadão, 12/09/2013); Brinquedos tecnológicos assumem preferência das crianças (G1, 08/10/2013);
Pesquisa mostra preferência de brinquedos para o Dia
das Crianças (Correio do Estado, 06/10/2009), referindo-se à preferência por brinquedos
em primeiro lugar; Dia das Crianças deve
movimentar R$ 58 milhões no comércio da Capital (Correio do Povo de
Porto Alegre, 04/10/2013), referindo-se a pesquisa do Sindilojas Porto
Alegre e CDL Porto Alegre. 



Observando as duas primeiras chamadas, é
fácil encontrar resultados diferentes nas preferências, em períodos muito
próximos: a primeira revela preferências das crianças por brinquedos antigos; a
segunda por brinquedos tecnológicos. Isso leva a crer na existência de
critérios diferentes e que, pelo menos, dois fatores devem ser considerados na
decisão: faixas etárias e preferências das classes A, B, e C, por exemplo.



Outro segmento que precisa ser visto com
atenção é o dos colecionadores adultos. O que motiva um colecionador? Lendo a
reportagem de Milério, intitulada “Coleções e colecionadores” (07/04/2012), em
especial para o IG, podem ser encontrados depoimentos interessantes e curiosos
de colecionadores, sobre o que lhes mobiliza para fazer uma coleção. Do que
pude depreender, entre os motivos estão: 



· Os
objetos guardam memórias. Houve um caso de memória afetiva na coleção de
miniaturas de automóveis e outro de lembranças de viagens.

·&nbsp;&nbsp;&nbsp;
Guardar
algo considerado bonito ou belo aos olhos do colecionador e de outros.

·&nbsp;&nbsp;&nbsp;
Identificação
com os objetos.

·&nbsp;&nbsp;&nbsp;
Curiosidade
e paixão pelo que guardam.

·&nbsp;&nbsp;&nbsp;
Prazer
em competir por recorde quantitativo.

·&nbsp;&nbsp;&nbsp;
Prazer
pelo diferente e pela novidade.



É claro que existem outras razões, talvez menos
visíveis, e eu acrescento uma que está relacionada com a Análise Transacional:
forma de estruturar o tempo. O importante é que essas motivações por si só já
oferecem temas suficientes para exploração mercadológica por um fabricante de
brinquedo.



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<![endif]--><!--[if gte mso 10]>

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<![endif]-->Criatividade e estratégias fortes: “armas” para superar
crises 



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<![endif]-->

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Ouvi, há muito tempo, um palestrante dizer
algo mais ou menos assim: “se tirarmos o s
da palavra crise, o que fica”? Isso
mesmo! “Crie” é a palavra exata. Ainda que de naturezas diferentes, o mundo
sempre passou por crises. E o Brasil nem se fala! E para sair da crise, ao meu
juízo, existem duas palavras chaves que traduzem atitudes: criatividade e seriedade.
A primeira tem a ver com talento e
vontade; a segunda tem a ver com ética
e vontade. Veja o leitor e a leitora que “vontade” é comum às duas. &nbsp;Apesar disso, seriedade é obrigação, aprende-se como valores básicos na família e
não se deve abrir mão. Mas o que significa criatividade?



Para entender seu significado, é importante
recorrer a alguns autores que parecem ter explorado bem esse tema. Mirshawka e
Mirshawka Jr. (1992, p. 23), por exemplo, dizem que a criatividade inclui dois
aspectos essenciais: “a produção de algo novo e que este algo novo seja
valioso”.&nbsp; Mais adiante (p. 24), definem:
“É a capacidade de dar origem a coisas novas e valiosas e, além disso, é a
capacidade de encontrar novos e melhores modos para fazer as coisas”. O mais
interessante é sua afirmação relacionada com o conceito de AT (p. 57): “É a
criança que nos dá a chave da criatividade”.



Sobre o tema “reaprendendo a aprender”,
Fernandes (1998, p. 47) afirma: “Sempre que a pessoa descobre ‘algo’ que não
sabia, usa a sua mente inconsciente. Se esse ‘algo’ já era conhecido por outras
pessoas, ela não criou, mas aprendeu vivendo tudo o que acontece no processo de
criar. Aprendeu descobrindo”. O autor (ibidem, p.35) também faz uma afirmação
relacionada aos conceitos de AT: “Para recuperar o seu lado criança você&nbsp; terá de reaprender a perguntar. Você
aprenderá a aprender, tornando-se mais criativo”. 



“Criança” e “criatividade” são palavras de
ordem. Um dos maiores exemplos de relacionar o mundo da criança com
criatividade e sucesso no negócio “brinquedos” está no filme “Quero ser Grande”
do roteirista Gary Ross e direção de Penny Marshall (1988). Quem não se lembra
da cena em que o menino, após ver seu desejo atendido por uma máquina especial
em um parque de diversões? O que vem depois começa com a necessidade de o
garoto, transformado em adulto, mas com mente de criança, ter de adaptar-se ao
mundo dos adultos, como adulto. Mas a nova vida reserva-lhe uma surpresa: um
emprego em uma loja de brinquedos. Quando em sua espontaneidade da “criança”,
em corpo de adulto, tem ideias que antes os adultos não haviam tido, tem início
ao seu sucesso profissional e à admiração de seu chefe. O movimento acidental
em que Josh (Tom Hanks) pisa acidentalmente em uma tecla do piano no chão da
loja dá início às brincadeiras, acompanhadas de um diálogo que libera a
“criança” de ambos os personagens. Daí em diante, essa relação contribui para
demonstrar como o marketing desse
negócio precisa estar atento às características do público infanto-juvenil,
procurando trazê-lo para perto do desenvolvimento das ideias para os produtos.



A “invasão” de importados no mercado de brinquedos com
a abertura comercial, ainda na primeira metade dos anos de 1990, constituiu-se
em um grande desafio para os fabricantes brasileiros de brinquedos. O
depoimento de Carlos Tilkian, presidente da Estrela, em entrevista concedida a
Daniela Almeida, da Época Negócios, traduz muito bem o que uma organização pode
fazer para superar uma crise. A reportagem de 19/10/2012, denominada “A brincadeira de gente grande da
Estrela”, revela que, entre outras estratégias, “a receita da Estrela para
vencer a batalha foi unir-se ao inimigo”, pois a empresa passou a fabricar na
China os produtos considerados menos competitivos no Brasil. O sucesso da
estrela, segundo a reportagem, apoiou-se também em outras estratégias, como:
exploração da força de sua marca; a ética com responsabilidade social e o pilar
digital para atravessar fronteiras, como as faixas etárias, regiões geográficas,
foco na educação e formar uma equipe comprometida. Vale a pena ler a reportagem
e conhecer a experiência da Estrela.



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<![endif]-->Desafios para levar os pequenos a futuros grandes



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Apesar de o gráfico ao lado, sobre a evolução
do faturamento desse setor, revelar o crescimento da indústria nacional, a
partir de 2009, confirmando a superação da crise, penso que ainda há muito a
ser feito pelas empresas fabricantes de brinquedos, em termos de uma
aproximação mercadológica a seus segmentos de mercado. Algumas ideias, que
ainda não sei se estão sendo exploradas, poderiam incluir o desenvolvimento de
produtos, como: 1) espécie de estante-vitrine para exposição de miniaturas dos
colecionadores; 2) modelo de um governo do futuro; 3) realização de workshops periódicos, por faixas
etárias, com temas centrados em novas ideias de brinquedos, relacionados à
educação para um futuro grande. No
primeiro caso, o colecionador que iniciar, por exemplo, uma coleção de
miniaturas de automóveis pode interessar-se em adquirir uma vitrine apropriada,
na forma de garagem, para expor sua coleção; no segundo caso, com tantos
valores éticos distorcidos no mundo da política, seria interessante criar um
jogo com regras baseadas em conhecimentos de filosofia, ciências políticas e
sociais, bem como critérios relacionados a sustentabilidade, mobilidade urbana,
educação, saúde, uso da coisa pública etc., que visem ao bem estar social; no
terceiro caso, seria uma forma de aproximar clientes e consumidores para um debate
de criação e educação infanto-juvenil. O jogador, que obtivesse o maior número
de pontos possíveis, ganharia o jogo em determinado estágio, porque estaria
fazendo um governo ideal. Os modelos poderiam ser desenvolvidos na modalidade
eletrônica e de papelão, mas incluindo regras para decisões opcionais,
correspondendo a certos números de pontos a serem acumulados durante o
processo.



Gostaria de encerrar este trabalho acrescentando
mais duas formas de contribuições. A primeira, citando um trecho de James e
Jongeward (ibidem, p.137), que diz muito sobre a nossa “criança”: 



[...] Não
importa quão velha seja uma pessoa, sua Criança Natural tem valor. Dá charme e
calor à sua personalidade exatamente como crianças de verdade podem
proporcionar charme e calor a uma família. Quando uma pessoa conserva sua
capacidade infantil de afeição, espontaneidade, sensualidade, curiosidade e
imaginação, está destinada a aproveitar a vida e é alguém de quem é bom estar
perto. [...].



A segunda refere-se a algumas recomendações
para que o empreendedor (iniciante ou não) do setor de fabricação de brinquedos
possa ter maior chance de sucesso: acessar e ler o site da ABRINQ; ler a
reportagem sobre a experiência da Estrela; ler as obras de AT; ler o livro
“Fábrica de Brinquedos”; assistir ao filme “Quero ser Grande” e, finalmente,
consultar a ficha técnica desse negócio no SEBRAE, que lhe dará relevantes
orientações de caráter técnico-econômico, para viabilizar seu negócio. Não
esquecer, no entanto, que esse negócio ajuda a educar uma criança para um
futuro mais leve; negócio de pequenos para futuros grandes.



*Nota: O leitor ou a leitora que tenha interesse na AT
pode ver ou rever, se for o caso, nas obras de Berne (1974), psiquiatra
canadense, naturalizado norte americano, seu criador, cujos trabalhos têm
origem em seus artigos publicados de 1949 a 1962, e no livro publicado
originalmente em 1964, nos Estados Unidos; de Harris (1973), um dos maiores
disseminadores do trabalho de Berne, cuja obra é considerada um guia prático para
autoanálise, pela linguagem simples, acessível e rica em exemplos; de James e
Jongeward (1983), que aborda experiências intensas e exemplos com crianças.

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___________



Referências



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ABDI - Agência Brasileira de Desenvolvimento
Industrial. Relatório Indústria Brinquedos. In: http://www.eco.unicamp.br/neit/images/stories/arquivos/Relatorios_NEIT/Industria-de-Brinquedos-Agosto-de-2011.pdf
- agosto de 2011. Acessado em 23/10/2013.

&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 

ABRINQ
- Associação Brasileira dos
Fabricantes de Brinquedos. Guia dos brinquedos e do brincar. In: http://www.abrinq.com.br/Publicacoes.aspx - Acessado em
21/10/2013.



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<![endif]-->ALMEIDA, Daniela. A
brincadeira de gente grande da Estrela. In: http://epocanegocios.globo.com/Inspiracao/Empresa/noticia/2012/08/brincadeira-de-gente-grande.html
- Época Negócios, 19/10/2012. Acessado em: 21/10/2013.&nbsp;







BERGAMO, Giuliana. Conheça o processo de criação dos brinquedos que alegram a meninada. In:&nbsp; http://vejasp.abril.com.br/materia/brinquedo-fabrica-como-se-faz. São Paulo: Abril- Veja, 14/12/2012. &nbsp;Acessado em 25/10/2013. 



BERNE, Eric. Os jogos da vida: a psicologia transacional e o relacionamento
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FERNANDES, Maury Cardoso. Criatividade: um
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GIROTTO, Ricardo. Fábrica de Brinquedos. São Paulo: Ática, 2010.



HARRIS, Thomas. Eu estou OK – Você está OK: as relações do bem-estar pessoal.
Tradução de Edith Arthens. Rio: Artenova, 1973. 



JAMES, Muriel; JONGEWARD, Dorothy. Nascido para vencer: Análise
Transacional com Experiências Gestalt. Tradução Maria Eunice Paiva. São Paulo:
Brasiliense, 1983.



MILÉRIO, Júnior. Coleções
e colecionadores. In: http://delas.ig.com.br/comportamento/colecoes-e-colecionadores/n1597733072671.html - IG,
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MIRSHAWKA, Victor; MIRSHAWKA Jr., Victor. Qualidade
da Criatividade – A Vez do Brasil. S. Paulo: Makron Books, 1992.



SEBRAE.
FICHA TÉCNICA - FÁBRICA DE BRINQUEDOS PEDAGÓGICOS. In: http://www.sebraems.com.br/oportunidades/pdf.php?pdf=1221753145&nbsp; -&nbsp;
Acesso em: 05/10/2013.


TEIXEIRA, Manoel de Maria. ERIC BERNE: história e fundação
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http://www.unat.com.br/publicview.asp?cod=206&nbsp;&nbsp; - Acessado em 22/10/2013.



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CAPOTE, Rodrigo. Importação de
brinquedos diminui em 2012. In:&nbsp; http://www1.folha.uol.com.br/colunas/mercadoaberto/1234835-importacao-de-brinquedos-diminui-em-2012.shtml . UOL – Folha de São
Paulo, 22/02/2013. Acessado em: 05/10/2013.



Como
montar uma fábrica de brinquedos. In: - http://www.novonegocio.com.br/ideias-de-negocios/como-montar-uma-fabrica-de-brinquedos/&nbsp;&nbsp; - Novo Negócio. Acessado em: 05/10/2013.



Moldes de brinquedos. In: https://www.google.com.br/search?q=moldes+de+brinquedos&amp;newwindow=1&amp;tbm=isch&amp;tbo=u&amp;source=univ&amp;sa=X&amp;ei=821oUpKaJJSh4AOop4CYDQ&amp;ved=0CC0QsAQ&amp;biw=1366&amp;bih=643
- Acessado em: 05/10/2013.