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
Schurman Retail Group America with brands including Papyrus, NIQUEA.D, Paper Destiny, and Carlton Cards. Schurman Retail Group also operates around 400 Clintons stores in the U.K. Papyrus is the Schurman Retail Group's flagship brand. It also operates as a retail shop with over 450 stores in the United States. It sells a variety of products including greeting cards, gift wrap, stationery, note cards, journals, customized invitations, and other gift and paper products. The first Papyrus retail store was opened in 1973 in Berkeley, California. Papyrus-branded products feature a pink hummingbird logo. In 2009, the Schurman Retail Group purchased over 300 American Greetings retail