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 to the landing approach used on SpaceX mid-2010s reusable rocket first stages—either a large, flat concrete pad or downrange floating landing platform used with Falcon 9 and Falcon Heavy—the ITS booster was to be designed to land on a launch mount itself, where it may then be refilled with propellant and checked out for follow-on flights. The ITS launch vehicle does not have a dedicated and single-function second stage in the way most launch vehicles have had. Instead, the upper stage function of gaining sufficient velocity to place a payload into Earth orbit is provided as a relatively short term