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
Made in China to improve production efficiency and quality. Made in China Made in China, Product of China or sometimes Made in PRC (,) is a country of origin label affixed to products manufactured in the People's Republic of China. Made in China is the designation of goods that have been manufactured in mainland China. The "Made in China" brand was historically challenged by the US Cold War media campaigns that reported negatively on the brand and publicized hearings on the security of Chinese products in the United States Congress. Conversely, some advertising companies and the American Chamber of Commerce in Shanghai have