In 1995 Michel and Selma van der Laan started selling home-built 1:43 Formula 1 model cars. These models were mainly sold to stores abroad. Only later were models sold to Dutch model car shops.

In 1998, in addition to its own production, the sale of other makes of model cars was also started. At the end of the nineties, these were mainly brands such as AutoArt, UT-Models, Mincihamps and BBurago. With the arrival of Michael Schumacher at Ferrari, Hotwheels obtained a license for the exclusive production of Ferrari, so Hotwheels was also added.

Brands such as Autoart and Hotwheels have now been given a less prominent place in our range and have made way for Spark.

At the end of 2010, 23 had grown out of our jacket in Zaandijk and moved to the industrial estate of Beverwijk, where we are still located.