Abstract
The current research aims to contribute a descriptive study of the situation of the toy sector in Spain, by describing the product portfolio of each of the firms in the sector, and looking at the changes the companies have made in recent years. This study has shown how firms with very different portfolios coexist in the Spanish toy sector. Specifically, we find three types: specialist firms; generalist firms with quite deep portfolios; and firms with narrow portfolios of little depth. In the group under analysis as a whole, the generalists are the least frequent. The competitive framework that characterises the Spanish toy sector generally favours those firms opting to deepen their portfolios, and above all, those firms with wide portfolios. The great variability in this environment can help explain the superiority of the generalist firms evident from this study. With regards the evolution of the sector, we find a greater presence of specialists, and at the same time, and contrary to expectations, a significant decline in the depth of the portfolios.
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