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