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
Mattel planning to fill the chief creative officer post. However, between the failure of the Max Steel movie and the announcement of Mattel Films in September 2018, Playground Productions was absorbed into Mattel Creations. Mattel Films (Mattel Playground Productions (PGP), or commonly Playground Productions) is a division of Mattel. As Playground Productions, it was first part of Mattel Global Brands. It was later transferred to Mattel Creations, itself a division of Mattel, Inc. In October 2013, Mattel Playground Productions was launched by Mattel as its new in-house film studio to handle multi-media production, films, TV shows, web series, live events and