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| RELIC NEWS | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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| BRANDWEEK | March 27, 2003 A new revenue "stream" for licensing To capitalize on "the 10 a.m. fisherman," an angler who's more casual than cutthroat, Relic Lures is navigating relatively uncharted waters with character-licensed lures based on properties such as Reservoir Dogs (Mr. Pink et. al.) and The Simpsons (Homer, Duff cans and Blinky, Springfield's three-eyed toxic tuna). All the lures are functional, but some more so than others. While the aquatic Reservoir Dogs-think Mr. Limpet, only with bullet holes and dark glasses-use a "walk the dog" motion to mimic a fish's distressed swimming signal, Homer is slightly more novelty in nature. "He doesn't perform brilliantly out in the water," Relic president Marc Harrington confessed. The American Sportsfishing Association estimates the recreational angler market at 50-million strong. Harrington gauged annual artificial lure sales at $1 billion.
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