They wait hidden, ready to burst out of their hidey 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 back in the late 1890s, not knowing he just marked the beginning of a new fishing era. Heddon Lures is the oldest lure company still producing quality fishing products and specializes in artificial-lures enticing all fish’s desires. Heddon is the manufacturer of legendary lures, including the Spook, Torpedo, Luck 13 and many more, and these lures follow the same innovative vision James Heddon captured more than 100 years ago.