Founded by Jack and May Li in 1999, Jada's first toy was a 1:24 scale die-cast 1953 Chevrolet tow truck- part of their Thunder Crusher line. Though it and other lines proved successful, the company remained in obscurity until the introduction of the urban-themed DUB City brand. Launched in collaboration with DUB Magazine in 2002, 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.
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