I'd guess this was made in the US by the name - and the tape has just snapped. Case appears to be welded, too.
Just a tape measure so easily replaced? No.
It has retractable pencil leads at either end of the body.
To measure, say, an alcove for a shelf, you merely lock it at the width and transfer that measurement direct to the wood, using the lead at the back of the body.
To replicate, say, a shelf you lock it with the tape end of the body up against the end of the shelf and use the other lead.
I've found it a very very useful tool and surprised it is no longer made - or if it is I can't find it. Also very useful for marking along say plasterboard for a parallel cut - you just slide the entire thing down the board.
The accuracy is plenty good enough for most things - and of course means you can't really make a mistake reading a figure from an ordinary tape measure. So worth it even as a quick check your measurements are (near) correct.
Is there any other sort of device as small and handy that would measure something like an alcove so easily?