Irwin Toy to Drive Worldwide Market Expansion for Award-Winning PlayTape®

New York Toy Fair, New York, NY, February 16, 2018InRoad Toys, makers of award-winning PlayTape® instant roads for toy cars, and Irwin Toy, makers of award-winning Paint-Station, the revolutionary non-spill paint, Skwooshi the non-mess Stretchable Dough, and the highly anticipated re-launch of the 30th anniversary 20 Q, announced that they have signed an exclusive global licensing agreement. Under the agreement, Irwin Toy holds exclusive rights to manufacture, distribute, promote and sell InRoad Toys’ PlayTape outside North America.

A 2016 Toy of the Year Finalist, PlayTape makes it easy for kids to create instant roads for toy vehicle play anytime, anywhere. PlayTape sticks to any flat surface, and is easy to tear and reposition. After hours or even days of fun, it peels up without any residue, and is recyclable, so cleanup is a snap.

Since its introduction at the New York Toy Fair in 2014, PlayTape has won more than 30 industry awards, including being named 2016 Toy Industry Association Toy of the Year Finalist, and has seen dramatic distribution growth. Today, PlayTape is sold at most leading toy retailers in North America.

Toronto, Ontario-based Irwin Toy will drive global expansion of PlayTape sales across the rest of the world through its extensive network of retail and distribution partners in Europe, Central America, South America, South Africa, Asia, and Australia.

“PlayTape has become a huge hit with kids all over the U.S. and Canada,” said InRoad Toys Founder and CEO, Andy Musliner. “Now, we’re very excited to be working with toy industry veterans at Irwin Toy to drive rapid global expansion of the business, and to pave the way to fun for kids around the world.”

“The Irwin family has been in the toy business for generations, and I think we know how to pick a winner,” said George Irwin, Toycoon of Irwin Toy. “Our 92-year history in the toy industry has enabled us to build enduring relationships with distribution and retail partners all over the world. They’re expressing tremendous excitement for PlayTape, and we’re thrilled to add this ingenious new product to our portfolio.”

The licensing agreement, which was brokered by InRoad Toys licensing agents, Becker Associates LLC, will go into effect immediately.

About InRoad Toys/PlayTape®

InRoad Toys develops groundbreaking, enduring, high-play value toys with broad applicability across age groups. The company’s premier product, PlayTape® is revolutionizing the way the world plays with toy vehicles. With award-winning PlayTape, kids can instantly create roads for toy vehicle play anytime, anywhere! Just unroll, stick, and drive! Since peeling out into the market in 2014, PlayTape has won more than 30 industry awards, including Parents Magazine Best Toys of 2014 and 2016 Toy Industry Association Toy of the Year Finalist. Ages 3+. U.S. Patent and Patent Pending. For more information visit, or

PR Contact: Amber Hergen,, 888-808-4465 x736

About Irwin Toy

Irwin Toy is a 92-year-old family toy company developing, marketing and selling product in over 70 countries around the world.

PR Contact: Brenda Elliott,  416-258-8800

About Becker Associates LLC

Becker Associates LLC is an award-winning, full-service global brand extension, licensing, strategic consulting agency, and IP rights management company to consumer goods manufacturers and entrepreneurs. Together with Anjar Co. LLC, we have licensed ~1000 products and sold more than $1.5 Billion worth of merchandise. Becker is the recipient of the prestigious 'OUTSTANDING LICENSING AGENT' award. Under Patti’s leadership as (Past) President of Women in Toys, Licensing and Entertainment, WIT expanded into more than 24 countries on five continents, increased its membership over 3500%, and created the annual WIT-Walmart Women's Empowerment Initiative. 

We are proud to announce that James R. Becker, Founder of Anjar Co. will be inducted into the Toy Industry Hall of Fame at the 2018 TOTY Awards.

PR Contact: Patti Becker,, 203-321-6813