For fishing buffs, William Shakespeare was the bard of tackle and the poet of the lure. Shakespeare’s gear changed the way the world fished—from his 1896 reel that wound fishing line evenly onto a spool to his 1939 Backlash Brake for the Wondereel, one of the most popular fishing reels ever made.
Shakespeare founded his company in 1897—his patented level-wind reel would be the company’s first flagship product. Shakespeare’s second act came in 1900, when his dozen-employee company introduced the Wood Revolution, a three-treble-hook wooden plug whose bug-like body was divided by an aluminum collar and a pair of spinning propellers.
During the first decade of the 20th century, aluminum versions of the Revolution followed, as did rubber Sure-Lures, Evolution lures, and Frogs (one "mechanical" frog had legs th...
After taking a break during World War I to manufacture mortar fuses and carburetors for the war effort, the company regrouped in the 1920s to expand its line of reels, rods, and lures. The Hercules was the company’s "heavy-duty" reel; the nickel-plated Beetzel was designed to automatically release the line on a spool when the rod was cast. The Marhoff featured elegant black Bakelite detailing (it is a real catch for collectors of antique and vintage fishing reels) while the open architecture of the Shakespeare Hoosier appears downright primitive to contemporary eyes.
The 1920s also saw the introduction of the Bass-A-Lure, whose large, metal, lower lip caused the lure to dive enticingly when the line was retrieved by the angler. The Mermaid lures had white or red heads and shapely bodies, while the Swimming Mouse had glass eyes, a pair of treble hooks for legs, and a delicate, whipping tail.
For Shakespeare, the biggest event of the 1930s, other than the marvelous Jim Dandy, Sea Witch, and Barnacle Bill lures, was the invention of the Wondereel in 1939. This reel would go on to become one of the bestselling fishing products ever—not even World War II, when the company turned its attention to the manufacture of planes, tanks, and jeeps, could derail its popularity.
After the war, Shakespeare focused its attention on fishing tackle rather than lures. In 1947, William’s son Henry, who was now running his father’s company, introduced the first fiberglass fishing rod, blowing the competition out of the water. A push-button Wondercast spinning reel followed in the early 1950s, and by 1966 Shakespeare had purchased one of its biggest competitors, Pflueger.
Interviews & Articles
The Fun and Artistry of Antique Fishing Lures

I grew up fishing. And I always had a few old lures – several came from my grandfather – and I just decided one day that they were… [more]
Trends in Fishing Tackle Collecting

I’ve been a collector of antique fishing tackle for over 20 years, and have been selling antique tackle in my shop since 1990. I c… [more]
Best of the Web (“Hall of Fame”)
Joes Old Lures

Joe Yates' website is a great showcase for hundreds of old fishing lures, providing high resolution photos and in m… [read review or visit site]
Mrlurebox.com

Take a big bite - you won't want to just nibble at Robbie Pavey's gallery of over 300 antique fishing lures, many w… [read review or visit site]
AntiqueLures.com

This extensive site features over 500 pages of information on pre-1940 wood fishing lures and lure boxes. Start wit… [read review or visit site]
Bob Vermillion's Fishing Tackle Web Site

Bob Vermillion started collecting lures at age 16, and has created a site dedicated to his love for Frank Knill 'Ve… [read review or visit site]
Oldfishinglure.com

This site is sure to snag you with its great collection of fishing lures from the early 1900s. Includes lures from … [read review or visit site]
TackleCollecting.com

Larry Nicholson's site dedicated to vintage fishing lures. Features beautiful images of lures and boxes from Fred A… [read review or visit site]
Clubs & Associations: Fishing
- National Fishing Lure Collectors Club
- Florida Antique Tackle Collectors
- Carolina Antique Tackle Collectors
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