Fingerboards have been a peripheral part of the skateboarding industry since the late 1980s and were originally marketed as keychains. Although barely "rideable," they were improved upon by the Tech Deck brand which mass-produced a "rideable" miniature skateboard. The first entertainment licensed fingerboards were introduced by Bratz Toys, released through a Hong Kong-based toy company named Prime Time Toys, and designed by Pangea, the company that helped develop the Teenage Mutant Ninja Turtles toy line for Playmates Toys. The designs were harnessed from entertainment properties such as "Speed Racer," "Woody Woodpecker," "NASCAR," "Heavy Metal," and "Crash Bandicoot. " The licensed boards drove the Tech Deck brand into licensing strong urban brands, rather than simply creating their own designs. In the late 1990s, as fingerboards became more prominent outside the skateboarding community, X-Concepts' Tech Decks licensed "actual pro graphics from major skateboard brands" riding "the 1999 fingerboard wave right into Wal-Mart and other major outlets. " In 1999 there was a Tech Deck fashion of collecting one of each design similar to the Beanie Baby fad months prior. Thus, Tech Deck, and its distributors at Spin Master Toys, suddenly found themselves a large market to milk. Entertainment-based fingerboard brands couldn't compete against the urban juggernaut, and eventually disappeared. Other "major players in the skateboard industry" soon followed in hopes of reaping profits as young toy-playing children would choose to take up fingerboarding. More modern fingerboards feature "interchangeable wheels and trucks, a fairly accurate scale size, and pad-printed graphics reproduced from the most popular skateboard companies in the business. " They thus developed the fingerboard into a collectible toy and the practice into a "form of mental skating".