The Art of the Lure with Elissa Ruddick: Heddon’s “New Big-Six”

What’s not to love about a six-pack? Six-pack abs, a six-pack of your favorite beer, and Heddon’s “New Big-Six”!!! What a great way to sell more lures as well as teach fishermen how to use each lure so they’d keep coming back for more. Not only is each lure fun to look at in their own little unique display case, but the graphics inside the box lid is a work of art on its own. Dealers could order a variety of “six-packs” that Heddon offered in their dealer catalogs. The 1929 dealer supplement of Counter Display Boxes states, “This Modern Merchandising Method Shows the Baits and Sells them. Heddon's Display Boxes of one-half dozen baits are extremely attractive and convenient. These bright-red boxes, with color reproductions of fish on the inside, catch the eye and arouse interest. Many dealers are selling a whole box of six, instead of just one bait, because of the attractive display and expert selection, and the convenience of the boxes. It is commonly known and conceded that goods well displayed are half sold.”

A great idea by Heddon to sell more lures back in the 1920s … and a smorgasbord of art for collectors to look at today.





Courtesy of J. Pettis ... note the different configuration of the six lures.

If you have any questions/comments, Elissa Ruddick can be reached at elissaruddick AT aol DOT com.

-- Elissa Ruddick