The following blurb came from the February 1910 Hardware Dealer's Magazine and features a novel way of advertising fishing tackle: a parade float. I've seen pics of other tackle company floats--most notably Montague City Rod & Reel Company--but this is the first "fish" shaped float I can recall seeing.
A Fishing Tackle Float
In a recent carnival the Bond & Bours Company had the handsome float shown herewith. It was designed by T.R. Cheney, and won two prizes. Both sporting goods and fishing tackle were displayed. The large fish was made of wood, covered with white cloth, and painted with a cold water paint. It was 21 feet long and 5 feet high. The framework was completely covered with all kinds of fishing tackle. The foundations were tent-shap, being 12 feet long and 6 feet wide, and on same were hunter's clothing. The four men on the float were dressed in hunting costume and they were provided with guns, fishing tackle, etc. The float was drawn by four mules, each being decorated with fishing nets of different sizes, with flags, etc. There were some 125 floats of all kinds in the carnival, which proved a great success.
And yes, those are fishing reels stuck to the side of that fish...
-- Dr. Todd