What a clever idea to hide a measuring tape in the shape of a sizedown fly fishing reel!  Designed by a Japanese company originally selling real fishing-related products, this measuring tape is certainly fun and easy to use!  Rotate the mini handle on the side of the reel to retrieve the long messy measure.  This "Catch and Release Fishing" action can be very addicting!

Also, the tape comes with a key chain and is small enough to be carried around.  Both common units of length, inch and cetemeter, are presented on each side.