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They wait hidden, ready to burst out of their hole: BASS! They’re just waiting for a topwater bait to come sashaying by so they can destroy it, and Heddon has what they want on the menu. James Heddon created a custom, hand-made topwater lure and launched it into a Michigan pond in the late 1890s, not knowing he had just marked the beginning of a new fishing era. Heddon Lures is the oldest lure company that still produces quality fishing products and specializes in artificial lures that entice all fish’s desires. Heddon manufactures legendary lures, including the Spook, Torpedo, Luck 13, and many more! These lures follow the same innovative vision James Heddon captured over 100 years ago.