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
FAO Schwarz FAO Schwarz FAO Schwarz is an American toy store. The company is known for its unique high-end toys, life-sized stuffed animals, dolls, and games. The second flagship store in its history was located on Fifth Avenue in New York City. It was a popular tourist destination and gained iconic status for its floor piano and cameos in major motion pictures. FAO Schwarz was later acquired by Toys "R" Us, which closed the Fifth Avenue flagship location in 2015. ThreeSixty Group, Inc. acquired FAO Schwarz from Toys ‘R’ Us, Inc. for an undisclosed amount in October 2016. The brand formally re-launched