| The diecast marketplace gained a new member | | | | skyrocketed the success of Jada Toys. |
| seven years ago with the unlikely appearance | | | | Together they took diecast to the next level |
| of Jada Toys. The beginner brand began | | | | of exquisite design and flare. Working from |
| humbly but swiftly gained astounding interest | | | | their extensive design experience together, |
| due to the development of its style and | | | | the two made a stellar design team and |
| trendy new design concepts. You might ask, | | | | utilized a well built process of diecast car |
| what drove the company into the spotlight of | | | | production. |
| the industry? The answer is simple: adding | | | | |
| flashy new designers Luis Tanahara and Kevin | | | | Luis and Kevin start the proverbial ball |
| Thaxton to the payroll. | | | | rolling by sketching their own paper designs |
| | | | of custom diecast cars. After extensive |
| One half of the new design team, Luis | | | | editing, the designs are applied to a three |
| Tanahara first joined Jada Toys solo after | | | | dimensional model from which realistic |
| leaving Mattel in 2001. He exposed Jada Toys | | | | versions soon arise. The refining process |
| founder Jack Li to the new and upcoming trend | | | | continues until the designers are satisfied |
| of "dubs". The term "dubs" referred to the | | | | with their creation. From computer to |
| addition of large wheels to smaller cars that | | | | reality: both clay and resin models are |
| had been lowered for aesthetic effect. | | | | formed to allow for further design |
| Following the dubs trend, more and more car | | | | cultivation in a practical matter. Finally, a |
| customizations began to take place ranging | | | | metal copy is updated, painted, and sent off |
| from massive music systems to fancy DVD | | | | to Hong Kong for factory production and |
| players installed into the headrests. Luis | | | | visually enticing packaging meant to attract |
| Tanahara applied this notion to diecast cars | | | | consumer attention. After mass production |
| and the concept took off into a new line | | | | these cars find their way into the hands of |
| called "Dub City", modeled after the dub | | | | car lovers and collectors around the globe. |
| phenomenon of car customization. | | | | |
| | | | Success stories are inherently good natured, |
| Soon after Luis incorporated custom diecast | | | | and this story is no exception. With the |
| car design into Jada Toys, his long time | | | | addition of two artistic high school buddies, |
| friend and colleague Kevin Thaxton joined the | | | | Jada Toys was able to launch itself right |
| Jada family. As high school classmates, Luis | | | | into the mix of the diecast world. What began |
| and Kevin started as sketchers and from there | | | | as a sketching hobby blossomed years later |
| moved on to more sophisticated art forms such | | | | into a successful design career that earned |
| as airbrushing. Years later they were | | | | diecast cars a nice fit in the pop culture |
| professionally reunited and their synergy | | | | scene. |