Wikipedia

Jada Toys

Jada Toys, Inc.is an American manufacturer of collectiblescale modelcars,figures,radio controlled modelvehicles, anddolls.It was founded in 1999 by Jack and May Li.[1]Jada's products are predominantly aimed at the collectible market, and are available and popular at retail outlets worldwide.

Jada Toys, Inc.
Company typePrivate
IndustryConsumer products
Founded1999;25 years ago(1999)
FounderJack Li
May Li
HeadquartersCity of Industry, CA,U.S.
Key people
Bill Simons (CEO)
ProductsScale modelcars,figures,radio controlled models,dolls
ParentSimba Dickie Group
Websitejadatoys

The company has or has had license rights to market products from a wide range of entertainment companies and franchises as well as sports associations, includingDC Comics,Disney,Marvel Comics,NASCAR,NBA,WWE,Fast & Furious,andHello Kitty,among others.

History

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Founded by Jack and May Li in 1999,[1]Jada's first toy was a 1:24 scaledie-cast1953Chevrolettow truck,part of their Thunder Crusher line. Though the Chevrolet tow truck toy and other lines proved successful, the company remained in obscurity until the introduction of the urban-themed DUB City brand.[2]Launched in collaboration withDUB Magazinein 2002,[3]the line presents officially licensed vehicles with custom rims, lowered ride height and special in-car entertainment systems.Dubs,so named for their 20-inch or bigger wheels, are among the company's best sellers and the most visible in retail outlets.[2]

The company launched the DUB City spinoffChub Cityin 2005. Targeted at a younger generation of collectors, the line included heavily stylized vehicles and a story told through webisodes and comics.[4]The human characters featured in the story inspired toys of their own. By 2007, the line had done over $12.5 million in sales and was featured in aBurger Kingkids meal promotion.[5]In 2009, Jada sold the brand toDentsu Entertainment;[6]who, in conjunction withFuel EntertainmentandNelvana,planned on launching a $15 million 52-episode animated series in late 2015.[7]At the time of the sale,Chub Citytoys had sold over 20 million units.[6]

Branching out of automotive licensing, in 2008 Jada Toys teamed up withActivisionto release theGuitar HeroAir Guitar Rocker. The toy consists of a belt buckle, a portable speaker and two guitar picks. Waving the pick near the buckle lets the user playair guitarto one of ten songs (five licensed tracks) such asBlack Sabbath's "Iron Man"andBoston's "More Than A Feeling."[8]Two cartridges that add additional songs were also released.

In 2011, Jada entered the girls category when it received a license to produceHello Kittyplay sets and remote-controlled cars.[9]This was followed up with the company's own line of fashion dolls called Cutie Pops in 2012 and the RC line GirlMazing in 2014.[10][9]

Jada became the master toy licensee for theRoboCopreboot in 2013.[11][12]In 2014, the company gained the rights to produce vehicular toys based onJurassic Worldand theFast and Furiousseries.[13]

2016 saw the introduction of the Metals Die Cast line of figures. Based on various licensed entertainment properties, Jada offers the line in 2 ", 4" and 6 "scales.[14]The company planned to release over 150 Metal Die Cast products in its first year.[15]

On January 29, 2019, the company was acquired bySimba Dickie Group.[16]

Products

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Own products

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  • 10th Anniversary
  • Badge City Heat
  • Battle Machines[note 1]
  • Big Time 4Wheelin
  • Big Time Muscle[note 2]
  • Big Time Kustoms
  • Buddy The Dog
  • Chub City
  • Collector's Club
  • Cutie Pops
  • D-Rod$[note 3]
  • Donk,Box & Bubble[note 4]
  • DUB City
  • DUB City: Euro Spec
  • For $ale[note 5]
  • Garage Worx
  • GirlMazing: Radio Control
  • Hero Patrol: Precincts
  • High Profile[note 6]
  • Homie Rollerz
  • Hot Rigz
  • Hyper ChargersRC
  • Import Racer![note 7]
  • Just Trucks
  • Kustom Kings[note 8]
  • LOPRO
  • Metals Die Cast
  • Metal Formz
  • Nexgen Muscle
  • NYPD
  • Option D![note 9]
  • Road Rats
  • Road Rigz[note 10]
  • Showroom Floor[note 11]
  • Snap & Build
  • Street Low[note 12]
  • Snap Shots[note 13]
  • Thunder Crusher
  • VDub$[note 14]
Notes
  1. ^Die-cast cars from and inspired by the battle car themes.
  2. ^American Muscle Cars receiving thePro-Touringtreatment.
  3. ^Jada Toys' take on classic Hot Rods of the 1920s, 1930s and 1940s.
  4. ^American cars with oversized wheels, raised ride height and special paint jobs.
  5. ^Classic and modern cars in faux dusty, unrestored condition.
  6. ^DUB City-treated pickup trucks and SUVs.
  7. ^Customized Japanese sports cars.
  8. ^Classic 1950s cars inspired byGeorge Barris's custom designs.
  9. ^Customized rear-wheel drive and all-wheel drive sports and race cars from and inspired by theFormula DChampionship Series.
  10. ^CustomPeterbilt379 trucks with brand sponsored haulers.
  11. ^Classic and modern cars in their unmodified form.
  12. ^AmericanLowridercars.
  13. ^1:64 scale cars packaged in mini-dioramas.
  14. ^CustomizedVolkswagencars.

Licensed

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In addition to Jada's own lines, the company also produces a wide range of branded toys and diecast products based on various movies, TV Shows, sports leagues, comics, games, and characters.

Notes
  1. ^Painted yellow with black stripes, similar toBumblebeefrom theTransformersfilm. Also from 2009 they offered an exclusive Chevy Stingray Concept

References

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  1. ^ab"About Us - Jada Club".Jada Toys.Archived fromthe originalon May 9, 2010.RetrievedOctober 18,2016.
  2. ^abSmith, Aaron (2006)."Jada: From Lowriders to Hot Rods - A Diecast Success Story".DieCastX Magazine.No. Summer 2006.United States:Air Age Media.pp. 60–63.Retrieved18 October2016.
  3. ^McClellan, Ken (13 December 2001)."DUB Magazine and Jada Toys Introduce DUB CITY: Diecast Toys for the Baller in All of Us".Jada Toys.Archived fromthe originalon 10 June 2002.Retrieved18 October2016.
  4. ^"Jada Toys Goes to Chub City".ICv2.GCO. 31 July 2005.Archivedfrom the original on 11 May 2017.Retrieved18 October2016.
  5. ^Flandez, Raymund (6 March 2007)."Toy Makers Hit It Big With Burger King Deal".The Wall Street Journal.Newscorp.Archivedfrom the original on 17 July 2015.Retrieved18 October2016.
  6. ^ab"Dentsu Inc. Enters into an Agreement for the Purchase of Toy Brand Chub City".Jada Toys.Anime News Network.10 February 2010.Archivedfrom the original on 11 May 2017.Retrieved18 October2016.
  7. ^"Pipeline: An early peek at shows on the development track"(PDF).Kidscreen.No. February/March 2014.Canada:Brunico Communications.p. 38. Archived fromthe originalon 5 March 2016.Retrieved18 October2016.
  8. ^Wright, Rob (7 January 2008)."Guitar Hero - Without the Guitar".Tom's Hardware.Purch Group.Archivedfrom the original on 11 May 2017.Retrieved18 October2016.
  9. ^ab"Jada Toys, Inc. - Our Company".Archivedfrom the original on 26 October 2016.Retrieved18 October2016.
  10. ^Liu, Jonathan (4 September 2014)."Jada Targets Girls With New R/C Toys".GeekDad.Archivedfrom the original on 19 October 2016.Retrieved18 October2016.
  11. ^Moore, Joe (4 November 2013)."Jada Toys Officially Unveils Robocop Figures".The Toy Ark.Archivedfrom the original on 10 May 2017.Retrieved18 October2016.
  12. ^"MGM Readies Robocop for Retail".License! Global.UBM plc.19 February 2014.Archivedfrom the original on 9 March 2014.Retrieved18 October2016.
  13. ^Michalik, Maddie (4 August 2014)."Jada Toys Secures Vehicles License for Jurassic World and Fast & Furious 7".The Licensing Book.The Adventure Group.Archivedfrom the original on 10 May 2017.Retrieved18 October2016.
  14. ^"Jada Toys Hires Scott" Toy Guru "Neitlich as Vice President of Marketing".Jada Toys.Street Insider. 3 June 2016.Archivedfrom the original on 30 January 2019.Retrieved18 October2016.
  15. ^"Jada Toys at Anime Expo 2016".Mad4Metals.8 July 2016.Archivedfrom the original on 19 October 2016.Retrieved18 October2016.
  16. ^Thomas, Rhys (January 29, 2019)."Simba acquires Jada Toys".Toys 'N Playthings.Archived fromthe originalon January 30, 2019.RetrievedJanuary 29,2019.
  17. ^"FRP Signs Jada Toys as Master Toy Licensee for Donkey Hodie".Fred Rogers Productions.9 November 2021.Retrieved22 April2022.
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