With Mickey Mouse and other characters on products everywhere and a general retail decline in 2000, DCP had registered operating income of only $386 million. In mid-December 1999, Andrew P. Mooney became the president of DCP under Chairman Boyd in a general shake up of the unit. He created the "Disney Princess" franchise in January 2000. He also developed the Disney Couture fashion line, Walt Disney Signature furniture, a princess-inspired bridal gowns line, and lines based on the Pixar films, "Toy Story" and "Cars". Mooney had DCP try an Always Fresh labeled women's nightshirts and T-shirts line which attempt to be more mature but failed. He also reduced the number of licensees in half, sold low sale stores and had staff actively pursuing licensing partners than waiting for proposals. For example, Mooney, worked to have Fred Segal, a high-end retailers, sell specialty products and opened a sales office near Wal-Mart's headquarters in Bentonville, Arkansas. In 2001, Mooney lead a promotion of Mickey Mouse T-shirts by getting them into the hands of celebrities, which was a success. Also, Disney Publishing issued its first original comic book, "W.I.T.C.H.", which was successful enough to be adapted into an animated series.