Founded by Jack and May Li in 1999,[1] Jada's first toy was a 1:24 scale die-cast 1953 Chevrolet tow 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 with DUB Magazine in 2002,[3] the line presents officially licensed vehicles with custom rims, lowered ride height and special in-car entertainment systems.

Waving the pick near the buckle lets the user play air guitar to one of ten songs (five licensed tracks) such as Black Sabbath's "Iron Man" and Boston's "More Than A Feeling.

[16] 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.