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
Kimberlite Diamond (brand) and retailer of the 2010 Shanghai Expo. In 2014, Kimberlite Diamond founds China's first youth diamond fashion brand - KELLAN diamonds, and opens its first flagship store in Shanghai on September 19. As of 2016, the distribution network and branches in mainland China, Hong Kong, Canada and Belgium amount up to nearly 600 franchise stores, covering 30 provinces and cities in China and the brand is China's largest diamond retailer. In May, 2018, Kimberlite Diamond unveiled its new Shanghai flagship at the iconic landmark heritage Bund No.3. On July, 06 2018, Kimberlite Diamond launched its first boutique in Vancouver, Canada