Jada Toys
Jada Toys is an American toy manufacturer known for licensed and original die-cast vehicles, collectible figures, radio-controlled products, and character-based toys.
Last updated August 22, 2026
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Overview
Jada Toys, Inc. is an American toy manufacturer founded in 1999 by Jack and May Li. The company developed its identity around collectible-scale model vehicles, particularly die-cast cars, while also expanding into action figures, dolls, radio-controlled products, playsets, and toys connected to entertainment and sports properties. Its products have generally been designed for both traditional toy retail and the broader adult and youth collector markets. Jada's early product was a 1:24-scale die-cast 1953 Chevrolet tow truck released through the Thunder Crusher line. The company gained greater visibility after introducing DUB City in 2002 in collaboration with DUB Magazine. DUB City translated the customization culture associated with large aftermarket wheels, lowered suspensions, and elaborate in-car audio systems into licensed miniature vehicles. The line became one of Jada's most recognizable and commercially visible offerings, helping establish the company in mass retail and collector-oriented channels. The company subsequently broadened its audience and product formats. Chub City, launched in 2005 as a DUB City spinoff, combined stylized vehicles with fictional characters, comics, and webisodes. It was aimed at younger collectors and eventually became a multimedia-oriented property rather than simply a vehicle range. Jada also experimented with interactive and electronic toys, including Guitar Hero Air Guitar Rocker, released with Activision in 2008. The product used a belt buckle, portable speaker, and motion-sensitive guitar picks to simulate air-guitar play, with additional song cartridges available. During the early 2010s, Jada diversified beyond automotive-focused products. It obtained a license for Hello Kitty playsets and radio-controlled vehicles in 2011, introduced its own fashion-doll line, Cutie Pops, in 2012, and launched the GirlMazing radio-controlled range in 2014. It also became master toy licensee for the 2013 RoboCop reboot and secured vehicle-toy rights associated with Jurassic World and the Fast & Furious film series in 2014. Jada's licensed portfolio has included properties and organizations associated with Disney, Marvel, Looney Tunes, DC Comics, NASCAR, the NBA, WWE, Guitar Hero, RoboCop, Jurassic World, Fast & Furious, and other entertainment, sports, and character franchises. In 2016, it introduced Metals Die Cast, a line of small-scale metal figures based on licensed properties. The range was planned across 2-inch, 4-inch, and 6-inch formats and was intended to extend Jada's expertise in die-cast collectibles into character figures. Jada Toys was acquired by Germany-based Simba Dickie Group on January 29, 2019. The acquisition placed Jada within a larger international toy group while preserving its association with licensed vehicles, collectible die-cast products, and entertainment-driven merchandise. Publicly available reference material does not establish a separate current corporate leadership roster, detailed financial results, or a definitive corporate headquarters for the brand.
History
Jada Toys was established in the United States in 1999 by Jack Li and May Li. Its first reported toy was a 1:24-scale die-cast 1953 Chevrolet tow truck released as part of the Thunder Crusher line. The early business concentrated on miniature vehicles, an area in which the company could combine licensed automotive subjects with the visual appeal of customization and collecting. The major early turning point came in 2002, when Jada collaborated with DUB Magazine to launch DUB City. The line reflected the urban automotive customization culture associated with DUB, including oversized wheels, lowered ride heights, and elaborate interior entertainment systems. This design language differentiated Jada's products from more conventional miniature cars and helped make DUB City one of the company's strongest retail and collector brands. In 2005, Jada created Chub City as a younger-oriented spinoff of DUB City. The range used exaggerated vehicle designs, human characters, comics, and webisode-style storytelling. It therefore represented an effort to build a character world around Jada's vehicle expertise. Reference material states that Chub City had generated more than $12.5 million in sales by 2007 and had appeared in a Burger King children's-meal promotion. In 2009, Jada sold the Chub City brand to Dentsu Entertainment. Dentsu, Fuel Entertainment, and Nelvana were subsequently associated with plans for a 52-episode animated series, although the planned series is not documented here as having been completed. Jada expanded into interactive electronics in 2008 through a partnership with Activision for Guitar Hero Air Guitar Rocker. The product combined a belt buckle, portable speaker, and motion-sensitive guitar picks. It allowed users to simulate air-guitar performances and supported additional music through cartridges. This project demonstrated the company's willingness to adapt licensed entertainment brands into non-vehicle play patterns. The company entered additional toy categories during the 2010s. In 2011, it received a license for Hello Kitty playsets and radio-controlled cars. It followed these licensed products with Cutie Pops fashion dolls in 2012 and the GirlMazing radio-controlled line in 2014. At the same time, Jada continued to use major entertainment licenses: it became master toy licensee for the 2013 RoboCop reboot and gained vehicle-product rights linked to Jurassic World and Fast & Furious in 2014. In 2016, Jada launched Metals Die Cast, a collectible figure range based on licensed entertainment properties. The line was planned in three size formats and was intended to extend the company's metal-collectibles expertise from vehicles to characters. Jada's broader licensing activity has included Disney, Marvel, Looney Tunes, DC Comics, NASCAR, the NBA, WWE, and numerous film, television, comic-book, and game properties. On January 29, 2019, Simba Dickie Group acquired Jada Toys. The transaction marked a new ownership phase for the company and connected its American brand and licensing platform with a large international toy group. Jada remains associated with die-cast vehicles, licensed character products, radio-controlled toys, and collector-focused merchandise. Available reference material does not provide enough information to identify current named executives, precise headquarters, post-acquisition financial performance, or a complete current catalog.
- 2019
Acquired by Simba Dickie Group
[1]Simba Dickie Group acquired Jada Toys on January 29, 2019.
- 2016
Metals Die Cast introduced
[1]Jada launched a licensed metal-figure range in 2-inch, 4-inch, and 6-inch scales.
- 2014
GirlMazing and major film licenses expanded
[1]Jada introduced the GirlMazing radio-controlled line and obtained vehicle-toy rights connected with Jurassic World and Fast & Furious.
- 2013
RoboCop master toy license obtained
[1]Jada became master toy licensee for the RoboCop reboot.
- 2012
Cutie Pops launched
[1]Jada introduced Cutie Pops, its own fashion-doll line.
- 2011
Hello Kitty license added
[1]Jada received rights to produce Hello Kitty playsets and radio-controlled vehicles.
- 2009
Chub City sold to Dentsu Entertainment
[1]Jada sold the Chub City brand to Dentsu Entertainment; later development plans involved Fuel Entertainment and Nelvana.
- 2008
Guitar Hero Air Guitar Rocker released
[1]Jada and Activision released an interactive air-guitar toy using a belt buckle, speaker, motion-sensitive picks, and optional song cartridges.
- 2007
Chub City reaches reported sales milestone
[1]Reference material reports that Chub City had surpassed $12.5 million in sales and had been included in a Burger King children's-meal promotion.
- 2005
Chub City introduced
[1]Jada launched Chub City as a younger-oriented DUB City spinoff combining stylized vehicles, characters, comics, and webisodes.
Products and positioning
A collectible and mass-market toy brand centered on stylized die-cast vehicles, licensed entertainment properties, character merchandise, and accessible formats for both younger consumers and adult collectors.
Die-cast vehicles · 1999
Thunder Crusher
Thunder Crusher was one of Jada's early vehicle lines and included the company's first reported product, a 1:24-scale die-cast 1953 Chevrolet tow truck. It represents the company's original focus on collectible miniature vehicles.
Customized licensed die-cast vehicles · 2002
DUB City
DUB City was created with DUB Magazine and translated urban vehicle customization into miniature form. Its cars typically featured oversized wheels, lowered stances, elaborate styling, and special interior entertainment details. The line became one of Jada's most visible and commercially important brands.
Character vehicles and collectibles · 2005
Chub City
Chub City was a younger-oriented spinoff of DUB City. It combined stylized vehicles with fictional human characters and supporting comics and webisodes. Jada sold the brand to Dentsu Entertainment in 2009 after the toys had reportedly sold more than 20 million units.
Interactive electronic toy · 2008
Guitar Hero Air Guitar Rocker
Released with Activision, Guitar Hero Air Guitar Rocker used a belt buckle, a portable speaker, and two motion-sensitive guitar picks. The product simulated air-guitar performance and supported a set of built-in or licensed songs, with additional music available through cartridges.
Licensed character toys · 2011
Hello Kitty playsets and radio-controlled vehicles
Jada expanded into character merchandise through a Hello Kitty license that covered playsets and radio-controlled cars. The range marked a move beyond the company's traditional automotive customization and collector positioning.
Fashion dolls · 2012
Cutie Pops
Cutie Pops was Jada's proprietary fashion-doll line, introduced as part of the company's effort to enter the girls' toy category and develop products not dependent on automotive or external entertainment licenses.
Radio-controlled toys · 2014
GirlMazing
GirlMazing was an internally developed radio-controlled product line introduced during Jada's expansion into girls' toys. The available reference material identifies the line but does not provide detailed specifications or current availability.
Collectible metal figures · 2016
Metals Die Cast
Metals Die Cast extended Jada's die-cast expertise into character figures based on licensed entertainment properties. The range was offered in 2-inch, 4-inch, and 6-inch scales, with more than 150 products planned for its first year.
Marketing campaigns
- 2007Burger King Chub City children's-meal promotion
United States
Chub City was featured in a Burger King children's-meal promotion, extending the brand's exposure beyond toy retail and supporting its character-world positioning.
Outcome. The reference material confirms the promotion but does not provide campaign-specific performance data.
Brand decisions
2019
Join Simba Dickie GroupM&ABackground
Jada operated as an American licensed-toy and collectible manufacturer with an international retail presence.
Action taken
Simba Dickie Group acquired Jada Toys on January 29, 2019.
Aftermath
Jada became part of the Simba Dickie Group portfolio. The available material does not specify transaction terms or subsequent organizational changes.
2016
Launch Metals Die CastProduct launchBackground
Jada had established experience in metal vehicle collectibles and held licenses across film, television, comics, and other entertainment categories.
Action taken
The company introduced licensed metal character figures in 2-inch, 4-inch, and 6-inch scales.
Aftermath
Jada planned more than 150 products for the line's first year, but no further performance figures are provided.
2009
Sell Chub City to Dentsu EntertainmentM&ABackground
Chub City had developed into a broader character and media property in addition to being a toy range.
Action taken
Jada sold the Chub City brand to Dentsu Entertainment.
Aftermath
Dentsu, Fuel Entertainment, and Nelvana were associated with plans for a 52-episode animated series, but completion of that series is not established in the available material.
2008
Develop Guitar Hero Air Guitar Rocker with ActivisionProduct launchBackground
Jada was expanding from physical vehicle collectibles into interactive products based on recognizable entertainment brands.
Action taken
The company partnered with Activision to release an electronic air-guitar toy with motion-sensitive controls and optional song cartridges.
Aftermath
The product broadened Jada's format range, although detailed sales and longevity data are not available here.
2005
Expand DUB City into a character-driven youth propertyStrategyBackground
Jada sought to reach younger collectors rather than relying solely on automotive enthusiasts.
Action taken
The company launched Chub City with stylized vehicles, human characters, comics, and webisode storytelling.
Aftermath
The brand reportedly exceeded $12.5 million in sales by 2007 and was later sold to Dentsu Entertainment in 2009.
Reported Chub City sales. $12.5 million or more (By 2007)
2002
Use automotive customization culture to build DUB CityStrategyBackground
Jada's early die-cast business needed a distinctive identity in the collectible vehicle market.
Action taken
The company partnered with DUB Magazine to create officially licensed miniature vehicles featuring oversized wheels, lowered ride heights, and elaborate interiors.
Aftermath
DUB City became one of Jada's best-known and most visible product lines.
Recent events
Jada Toys launches B-Kind doll line[2]
Reported:
Jada Toys announced the launch of B-Kind, a line of eco-friendly dolls made with recycled materials and reusable packaging. The dolls are available exclusively at Walmart and Walmart.com.
Sources2 sources
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