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
ITS launch vehicle vehicle height, first stage and the integrated second-stage/spacecraft, will be . Both stages of the ITS LV will be constructed of lightweight-yet-strong carbon fiber, even the deep-cryogenic propellant tanks, a major change from the aluminum-lithium alloy tank and structure material used in SpaceX Falcon 9 family of launch vehicles. Both stages are fully reusable and will land vertically, technology initially developed on the Falcon 9 launch vehicle first stages in 2012–2016. Gross liftoff mass is at a lift-off thrust of . ITS LV would be able to carry a payload to low-Earth orbit of in expendable-mode and in reusable mode.