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
Mattel charged with finding new new opportunities in existing markets. On September 6, 2018, Mattel announced the launch of a film division, Mattel Films, that will make movies based on the company's toy brands. Mattel's prior incarnation of its film division, Playground Productions, was absorbed into Mattel Creations after its Max Steel movie that flopped. Mattel Creations is the content production division of Mattel, Inc. The division is head by Mattel's president & chief operating officer Richard Dickson and consists of HIT Entertainment and the American Girl content creation team in Middleton, Wisconsin. In May 1970, Mattel had teamed up with