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 "evolved quite a bit" since the November 2016 articulation of the very large "ITS launch vehicle." A key driver of the new architecture is to make the new system useful for substantial Earth-orbit and cislunar launches so that the new system might pay for itself, in part, through commercial spaceflight activities in the near-Earth space zone. In September 2017, the new smaller design was revealed to be the diameter launch vehicle, referred to by its "code name" BFR, with similar core vehicle structure (carbon fiber), engines (Raptor), and Mars mission architecture; but explicitly aimed at superseding and replacing the entire