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Mixing up Creek Chub and Shur-Strike Lures

14 Aug

Most collectors are well aware of the great imagination of Creek Chub lures and specials they created over the years. It was once said, that if you were willing to buy a dozen, Creek Chub would make you a special! I’m not 100% sure that was the truth, but they sure did come out with a lot of specials over the years. 

One of the unique specials that Creek Chub would create was utilizing some of the amazing colors in their economy line, painted on the main line lures. Creek Chub never skimped on their economy Shur-Strike line. They used the same wood, used several coats of paint, and used the same glass eyes as used on the main line. There were some changes in the hardware, and since no flyers or advertising was needed, they could sell at a much cheaper price. 

This Pikie is an example of a how the Creek Chub put a fresh coat on an old lure with this Shur-Strike Shiner Scale (HP) color.  

What a lot of collectors don’t know, is that Creek Chub also used Shur-Strike lures, and painted them in Creek Chub colors, and sold them under the main line! Here’s an example of a Shur-Strike Gar Minnow, painted in Creek Chub Silver Flash new in Creek Chub Box, marked 18.  

These are just a few examples of the amazing specials created by Creek Chub. No wonder they are some fun to collect!


The Shapleigh Superstore

27 Jun

Shapleigh was a huge fishing tackle giant in the hardware industry in the 1930’s an 1940’s. In fact, they were Creek Chub’s largest customer in that time period. Shapleigh had enormous buying power, and used it to their advantage by acting as a middle man and selling to smaller hardware and tackle stores. 

One of the ways they marketed products was through Branding. They came up with brands for specific products like sporting goods and used “Diamond Edge” for many products. By branding their products, their customers would have to come back to them to buy products instead of buying from any hardware store. 

Creek chub sold their Shur-Strike branded lures to Shapleigh. Shapleigh took it a step further by utilizing a # code system that was different than the standard Shur-Strike codes. For instance, Creek Chub used the code BO-0 for a Shur-Strike Bass Oreno style in Pikie color. Shapleigh had Creek Chub use the code S-7500.  These S codes threw Shur-Strike collectors for a loop, including myself, until catalogs for Shapleigh were discovered with the S Codes.  By using different number codes, buyers would have to come back to them to order specific lures if they didn’t know the names. It is also interesting to note, that all the Blue Boxes that Creek Chub used for the  Shur-Strike line, in the later years, have the S codes. 

Shapleigh also carried a wide line of Shur-Strike lures and added colors that were special for them. An example would be the color Minnow Scale with Red Head which was offered on the River Wobbler lures. They even brought back an old discontinued Shur-Strike Anteater Lure and gave it a new name called the “Mity Midget”. No other Resaler carried the number of Shur-Strike styles or colors that Shapleigh did. Shapleigh carried other manufacturer brands like Best O Luck by South Bend, Heddon, and others. 

So keep in mind Home Depot was not the first Hardware giant, it was actually Shapleigh!

A Florida Tackle Store and a Special Creek Chub Lure

20 Aug

Bob Kleisner’s Sport Shop was a fixture in West Palm Beach Florida for many years. They were unique, in that they ordered lures as “specials” to add that “special touch” for their customers.  Just a snap shot of the counter shows this store was loaded with tackle and supplies. 

(Photos above courtesy of Doug Brace)

This leads me to a discovery I made when I found a Creek Chub box marked 700 HP Special. The HP rang a bell, but I just couldn’t place it right away. While scanning some of my old Shur-Strike catalog information one night, I finally put two and two together. In the mid thirties, Creek Chub used the term “Heddon P finish” for the color they called Shiner Scale in their Shur-Strike line catalog. “P” is the color designation that Heddon used for Shiner Scale, so the color Creek Chub was using is a match. They just couldn’t use the Heddon name on boxes, so this special color was designated HP. 

(Shur Strike catalog entry)

( 700 Pikie in box)

I have found several Creek Chub lures painted in this color including the 700 Pikie, 900 Pikie, Snook Plunker, and the 2600 Pikie. The most interesting lure I have seen is this color is the  2000 Darter which was in the marked box. This lure resides in the collection of Chris Labuz, and I have tried to pry it away from him, but he is holding on tight! 

Now the Kleisner connection.  On the box that that came with the lure, is a Kleisner Sport Shop stamp.  Chris’s lure came from the collection of Wayne Cox, and Wayne explained this lure and a 700 lure he had, came from Kleisner’s, as did a lot of other special Creek Chub lures he had in his collection before they were sold on Langs. 

(Special darter lure above, and Kleisner box stamp below courtesy of Chris Labuz)

It is always fun to solve a Lure mystery, and this is one that was especially gratifying, since it ties together Creek Chub, Shur Strike, and Florida Tackle Shops, three of my favorite areas of collecting!

TO Spot The Misunderstood Shur-Strike Trout Oreno

1 Jul


Several years ago I saw an Ebay auction with several Shur-Strike TO style Fly Rod lures come up for auction. I had a decent collection on these, but two of these were quite different looking colors. At first glance, I thought a few South Bend TO lures were mixed up with the Shur-Strike, which is quite common, as these lures look very similar. After zooming in, I could tell that the ones with the South Bend colors, appeared to be Shur Strike lures!to spotted 006 Continue reading

Mystery Trade Re-seller Revealed!

27 Apr

Woolworth’s Sure-Lure

Have you ever just wanted to walk into a Department or Sporting Goods store from the 1930’s and 40’s to see what was for sale on the shelves? I sure would love to go back in time (for a day) and see the isles of Woolworth Store in 1939…. I sure would like to walk into this one…….

woolworth store 139

(image saved )

One of the most overlooked brands in vintage fishing tackle is the “Sure-Lure” brand which was sold through Woolworth Department Stores. Paw Paw was a tackle giant in the 40’s, and branded lures for many Sporting Goods stores, Hardware Stores, and Department Stores. Paw Paw and Woolworth’s struck a deal at some point in the late 30’s or 40’s.

What is Branding?

I wanted to first explain the concept of branding in the 30’s and 40’s to give you a better idea of how things were sold. Marketing or branding a product or product line is nothing new, and retail stores branded product as they do today. Retail giants like Woolworth’s had the buying power to buy in bulk directly from manufactures instead of going to “jobbers” or middlemen. Woolworth wanted to sell their own “brand” of fishing lures, so in order to do that they needed a name, and “Sure Lure” pretty much said it all for Woolworth’s. A brand enabled them to provide a product that would establish a name for themselves in the fishing business, so customers would have to come back to them to buy product. If they just sold Creek Chub and Heddon, customers could get them anywhere. With a brand, they could develop loyalty so customers would come back to them.



(Paul Seaton Woolworth

With branding comes bulk purchasing, and Woolworth’s had the power to go to the manufacturing giants like Creek Chub and Paw Paw, that specialized in selling to retailers who wanted to brand product.  Creek Chub and Paw Paw had economy lines that had no type of identification on the lures.  To entice the retailers, they would customize the boxes with their brand name , logo, and colors to differentiate them from the competition. Prices could remain low, so that retailers could compete in the heavily competitive fishing lure market.

3 hooker in box

It appears to me from my research that Creek Chub got to them first with their Shur-Strike line, and that relationship was short lived. At that time, they had not settled on the brand “ Sure Lure” as the boxes were just generic with no name. Paw Paw, moved in, and from the amount of lures I have collected, it looks like they had a long lasting relationship.

2 ss lures

The menu below shows the non-ornate logo used by Woolworth on a menu from 1939, similar to the one used on the Shur-Strike box.


(Woolworth Museum photo)

The boxes I originaly found came from fellow collector and fishing historian, Jim Jordan. Jim had a boxed Shur-Strike lure with the Shur-Strike code #’s on the end. Both of us were at a loss on what the logo and store could be. No store name was printed on the box, and since it had the Diamond name on the box, we both assumed it might be the tackle giant Shapleigh.

After further research, the logo never matched what Shapleigh used over the years, and after finding some Paw Paw lures in “Sure-Lure” boxes I started to see a connection, and wanted to dig deeper.

The key to finding the store would be to uncover what company used the “W” inside a diamond as their logo during the timeframe of 1935-1960. I had a hit list of names from Wilson to Worthington to Woolworths and more. I found a collector in England that had an extensive collection of Woolworth items, and asked him about the logo. It was a match! He verified it as a logo used in the late 30’s through the early 50’s.

Woolworth diamond logo


Next, the true proof came when Jim found a listing on ebay for a Sure-Lure. It still had the Woolworth retail sticker on the end of the box! This confirmed it and since then, I have found another box with the same style sticker.

2nd woolworth logo

woolworth logo on 3 hook box

It is also important to note that all the Sure Lure boxes found, have the Paw Paw Series codes. The code # makes it easy to confirm that they were only selling Paw Paw in these boxes. I have compiled a list of Paw Paw Series Lures that were sold under Woolworth’s so collectors will have an easier time matching boxes with lures.

Another interesting note is there are two different box styles used for Paw Paw lures. One has the black background under the Sure-Lure name and the other has a gold background. Otherwise, they are virtually the same. I am not sure which box was first, and have just about an even number of both.

black logo

red logo1

It appears the relationship ended by the 60’s and Woolworth’s changed their entire packaging to bubble packs and got away from any wooden style lures.

Below are the styles of lures I have collected and the code numbers associated with them. One of the things that makes these fun to collect is that Woolworth’s used the same code #’s that Creek Chub and Paw Paw used on their lures!

Sure Lures (Paw Paw)
3 Hookers
3304 red white
3301 perch
3307 pikie
3306 Silver Scale
3312 silver flash
900 Series
904 red white
901 perch
906 Silver Scale
907 Pikie
912 Silver Flash
6300 Series
6304 red white
6301 perch
6306 Silver Scale
6307 Pike
6312 silver flash
Bass Oreno
4404 red white
4401 Perch
4406 Silver Scale
4407 Pikie
4412 silver flash
2 5/8 Mouse
4644 red white
Surf Oreno
3204 red white
3201 Perch
3206 Silver Scale
3207 pikie
3212 Silver Flash
Baby Bass Oreno
4204 red white
4201 Perch
4206 Silver Scale
4207 Pikie
4212 Silver Flash
1604 red white
1601 Perch
1606 Silver Scale
1607 Pikie
1612 Silver Flash
Jtd Pikie
2104 red white
2101 Perch
2106 Silver Scale
2107 Pikie
2112 Silver Flash
9300 Series Lippy Joe
9301 Perch
9307 Pikie


Sure Lures (Shur Strike)

Heddon Runt

HR-2      Red/White

Injured Minnow

IM-2      Red/White

IM-1YP Yellow Perch


Hibbard Spencer Bartlett Co. True Value

25 Dec




The Hibbard Spencer Bartlett Co. was a large wholesale hardware company that started in the mid 1800’s. The Creek Chub Shur-Strike connection started in the late 1930’s. HSB branded their products from their manufactures to gain exposure in the marketplace, and used various brands over the years including OVB, and True Value. During the late thirties when their relationship started with Creek Chub, they were using the True Value brand.


HSB designed a beautiful 2 piece cardboard box to be used for their line of Shur-Strike lures. Pictured below, it was red, white, and blue design.


The breath of product included some of the most successful Shur-Strike lures including the River Runt, Bass Oreno, Plunker, and Injured Minnow. However, they also used the MO style Mouse lure, which was not as common as the others.

I have found boxes with two different numbering patterns, including the standard Shur-Strike pattern which has an abbreviation for the lure, and then the # code. The other pattern was a store code pattern that was inherent to HSB. It began with a C and then had 4 numerals and a letter G.


The most unusual HSB True Value lure is not even a Shur-Strike! It is a a Horrocks and Ibbotson Mouse lure that came in grey and frog color. I would love to find the box marked C-1069G for my friend and fellow collector Chris Labuz.


In the 1943 HSB catalog, they listed the following displays of Shur-Strike lures. One of the displays has the True Value Mouse, and you can see that the HSB numbering system was in place. This confirms that the Shur-Strike numbering system was used on the earlier lures and they moved to the HSB #’s in the forties. it also confirms that the Shur-Strike Mouse was used in the earlier years, and for some reason, they decided to go to HICO for their Mouse in the later years.


I am always looking for boxes I do not have, so if you have any, please let me know.


The Ted Smallwood Plug

9 Mar


I took another trip to the Smallwood Store in Chokoloskee Florida to try to digest all the history, and I am still overwhelmed! The most important discovery on the second trip was the Ted Smallwood Plug that was designed by Ted Smallwood Jr. Ted Jr. was an avid fisherman and guide in the Everglades, and ran the Small Boat Dock Marina and RV Resort in Everglades City. After guiding for snook, redfish, and tarpon, Ted Jr. knew he needed a special lure to tempt these gamefish. He went to the Porter Bait Co out of Daytona with his design for a “meatier” darter with a different mouth than the standard Creek Chub bait. Ted was quoted in Fisherman’s Digest on the finer techniques of Darter fishing: “ If you gurgle a darter, fish try to eat it. If you pop it, they just smack it for fun”. The design of Ted’s darter has a wider mouth than other models, and this helps give it the “gurgling” action.

smallwood lure 001

Ted had the lures painted in three fish catching colors, yellow spotted, silver flash, and a black back lure. These lures can be identified quite easy since the back is stenciled with his name on the back. There are not many of these left as they were sold only in the 1950’s at the store, and not mass produced. Also, they were saltwater lures, and didn’t last long with all the toothy creatures in the glades. No lure boxes are known, so it is unlikely they marketed with a lure box.

The framed picture shows the 3 different darter lures that Ted Jr had made by the Porter Bait Co. The Yellow Spotted is the easiest to find, the Silver Flash second easiest, and the Black back lure is almost impossible to find!

smallwood 001

smallwood 002

In order to understand the story of the Smallwood Plug, it is necessary to take a step back in time to the late 1800’s and early 1900’s when Charles Ted Smallwood Sr. came to Chokoloskee Fl, and opened a post office and trading post. Ted and his wife Mamie traded with the Seminole Indians, and early settlers to the area. Charlie Tigertail was a famous Seminole chief and posed for a picture with Ted Smallwood here.

Ted Sr. died in 1951 and Ted Jr went started his quest at guiding and ownership of the Small Boat Dock Marina in Everglades City.

smallwood dock 001

There were several interesting characters that came from the Chokoloskee area, and one of them was Totch Brown. Totch lived on the land and was so popular in the area a song was written about him. Another character from the early 1900’s was Edgar Watson who was a known outlaw and farm owner. Edgar hired other outlaws to run the farm and hung out at the Smallwood store. Edgar was thought to have been killing his workers, and legend has it that the townspeople of Chokoloskee shot and killed him in the Smallwood store!

The store is now owned by the granddaughter of Ted Smallwood, and is kept just as it was in the 1950’s with all the original merchandise of the 50’s.