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Masterlure

W.J Schoeninger Company   
Brooklyn 27, N.Y
and                                 
Masterlure Inc.
Brooklyn 27, N.Y
*
  Manufactured lures in Brooklyn, N.Y from approx. 1947-1953. They produced swimmers, flaptails, and poppers. Masterlure's from this era had large glass eyes and were stamped Masterlure in script on the belly. The lures came in a brown box, referred to as a wheat box by collectors. The company moved to Staten Island N.Y, sometime around 1953. Masterlure Inc. may have been sold at this time, and probably was. The following changes seem to indicate that, or the owners started getting very cost conscious. The company still made lures with large glass eyes, but the lettering on the belly was changed to a more block like style, stamped Masterlure. Also, some of the lures were now being stamped Masterlure under the tail section. The color of the boxes was also changed. Shortly thereafter, the body style of the lures started to change slightly and smaller glass eyes were being used. It seems like the company had finally run out of the boxes and bodies that were brought from Brooklyn, and were now manufacturing the lures the way they wanted to. Masterlure still produced a quality product and continued to do so for the next few years. The company was again sold sometime around 1955 and moved to Rhode Island.
*
Seneca Tackle Company
Rhode Island
*
  Seneca Tackle Co. continued to manufacture Masterlures into the 1960's; Masterlures were still found on the shelves of many bait & tackle stores in the early 1970's.

Early Masterlure "Atom Swimmer" In Wheat Box
Early Masterlure "Atom Swimmer" In Wheat Box

Masterlure [ Snook Midget ]
Masterlure [ Snook Midget ]

Masterlure [ Snook Junior ]
Masterlure [ Snook Junior ]

Masterlure [ Atom Swimmer, Flaptail ]
Masterlure [ Atom Swimmer, Flaptail ]

Masterlure [ Plopper ]
Masterlure [ Plopper ]

Masterlure [ Plopper ]
Masterlure [ Plopper ]

Masterlure [ Plopper ]
Masterlure [ Plopper ]

Masterlure [ Plopper ]
Masterlure [ Plopper ]

Masterlure [ Rocket ]
Masterlure [ Rocket ]

Masterlure [ Rocket ]
Masterlure [ Rocket ]

Masterlure [ Popper ]
Masterlure [ Popper ]

Masterlure [ Straight Eel ]
Masterlure [ Straight Eel ]

Masterlure [ Straight Eel ]
Masterlure [ Straight Eel ]

Masterlure [ Seneca, Straight Eel ]
Masterlure [ Seneca, Straight Eel ]

Masterlure [ Jointed Eel ]
Masterlure [ Jointed Eel ]

Masterlure [ Jointed Eel ]
Masterlure [ Jointed Eel ]

Masterlure [ Jointed Eel ]
Masterlure [ Jointed Eel ]

Masterlure [ Seneca, Jointed Eel ]
Masterlure [ Seneca, Jointed Eel ]

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