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
Porteous (store) Grant store in Cooks Corner Shopping Center in Brunswick ME had been taken over by JC Penney, but was subsequently closed when the JC Penney store opened at the expanded Maine Mall in South Portland in 1983. Porteous not only opened in The Maine Mall at this time but also took over the Cooks Corner location. The downtown Portland flagship store closed not long after the Maine Mall store opened. Owned by the Dunlaps Store chain based in Texas in its last years (starting around 1993), and operated as "PMB, Inc.--a Division of Dunlaps", the chain found itself flustered with