Playware Toys

 is a -based toy company currently owned by Latikuu. It is best known for producing action figures, plush and role-play toys of various licensed brands and characters.

In 1996, Playware's founders (lead by used car salesman Geno Rapisarda) chose The Magic School Bus as their first licensing venture for the startup company, which proved successful and led to other licensed toys. The company soon grew from just 15 employees to 130 employees, with employees in both the and. Playware's decision to choose Argentina for toy production outsourcing instead of or  lowered costs even more than usual and proved useful for the company.