PROBLEM TO BE SOLVED: To provide a functional and multi-purpose holder for a toy or the like which hygienically and safely carries a pacifier without dropping and missing, and has a strap body stored with a single operation.SOLUTION: A holder for a toy or the like, is configured such that a spiral spring is mounted on the inner back side of a body portion 1, a reel winding a strap body 2 thereon and previously rotated to adjust the winding of the strap body and reduce the winding speed of the strap body, adjusts the length of the strap body 2, a button 4 for securing the strap body 2 drawn to any length and storing the strap body in the body portion 1 with a single operation, is provided at the body portion 1, and a hook 3 made of a soft and elastic material, is provided at the end of the strap body 2. A pinching portion for mounting the holder on clothes or bib, is attached on the back side of the body portion 1. A lock lever 5 is provided at the body portion 1 in order to prevent, if required, the strap body from being rewound even if the button 4 is erroneously pressed. A pinching device is removably provided at the hook 3 in order to carry an article to be held by being pinched besides an article to be held by being hung.
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