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
C. Wonder called the store "the next generation of shopping", writing that the store also allowed customers to monogram their merchandise and that a retail website would launch soon. The first store was designed in an empty factory an hour outside of Shanghai, China, and then shipped to New York for the grand opening. This was the first US retail store to ever be entirely produced and manufactured in China. In September 2012 C. Wonder launched its second flagship store in Time Warner Center. The space moved into part of the building previously occupied by Borders and covered more than 8,000 square