The smALL-STARS product line began as an idea as far back as 2012 at a small toy and gaming company in northern California. The founders developed a way to share with the world their love of toys, gaming and technology wrapped up in the total package of limited edition NBA collectibles: smALL-STARS.

After a few forays in products for the kids' market, the pair began to think about developing something for sports fans. Tinkering around in the “toys-to-life” category for a few years gave them some ideas that they felt could be applied to the sports category, specifically the sports collectibles' market. It seemed nothing innovative had been created in that market in years.