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 test vehicles as well as actual Falcon 9 launch vehicles. Importantly, the "fully and rapidly reusable" aspect of the ITS launch vehicle and spacecraft design was the largest factor in the SpaceX analysis for bringing down the currently huge cost of transporting mass to space, in general, and to interplanetary destinations, in particular. While the transport system under development in 2016-2017 relied on a combination of several elements to make long-duration beyond Earth orbit (BEO) spaceflights possible by reducing the cost per ton delivered to Mars, the reusability aspect of the launch and spacecraft vehicles alone was expected by SpaceX