Mattel fantasy store-based Ever After High line in 2013. Barbie sales began plummeting in 2012, thus removing focus from the Disney Princess line. Mattel had only sold Cinderella, Ariel, Belle, and the two Frozen princesses during the last year or so of its license. With these competing lines and an expiration of the brand license at the end of 2015, Disney gave Hasbro a chance to gain the license given their work on Star Wars, which led to a "Descendants" license. DCP also made an attempt to evolve the brand from "damsels" to "heroines." In September 2014, Disney announced Hasbro would
ITS launch vehicle to reduce that cost by approximately orders of magnitude over what NASA had previously achieved on similar missions. Musk stated that this is over half of the total orders of magnitude reduction that he believes is needed to enable a sustainable settlement off Earth to emerge. When announced in September 2016, the targeted location for initial launches of the ITS launch vehicle was LC-39A, at SpaceX's leased pad at Launch pad 39A on the Florida coast, the same launchpad where Apollo 11 launched in 1969 to the Moon. Subsequent Apollo Missions were also launched from the pad. The concept of