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