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
The Iconic The Iconic The Iconic (styled as THE ICONIC) is a Sydney-based, Australian online fashion and sports retailer. The company was launched in 2011 and is one of Australia’s largest fashion, sportswear and kidswear destinations. Since its launch date, the brand has become an Australian online fashion retailer which stocks over 1000 brands and 60,000 items, including Australian labels Sass & Bide, Camilla and Marc and Lorna Jane. International brands stocked include Nike, Levi’s, Calvin Klein and Adidas. THE ICONIC has its warehouse located in Sydney. The Iconic was launched in 2011 by the co-founders Adam Jacobs, Finn Age Hansel, Cameran