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