Malibu, Ca. Manufacturer Relic Lures is designing lures based on characters from Fox TV's long-running show, The Simpsons. The lures are miniature renditions of Homer Simpson, Bart Simpson, Duff's Beer, Krusty Brand Imitation Gruel (with "real gruel aftertaste"), and Blinky, the three-eyed fish from the pond next to the Springfield nuclear plant.

Although all the lures have hooks, the Blinky fish-shaped model is the only one that looks somewhat like a traditional lure - that is, if you can get past the extra eye and cartoon finish.

Another product line of Relic's was inspired by the cult following of the gangster movie Reservoir Dogs. Mr. White, Mr. Blonde, Mr. Orange and Mr. Pink are appropriately colored stickbaits with sunglasses and bullet holes. And the Reservoir Dogs lures have - you guessed it - a walk-the-dog action.

Marc Harrington, president of Relic comes from the licensing end of the toy industry and fishes as a hobby. He says he is using his knowledge of licensing to follow "a personal passion," and consulted with lure designers and various members of the tackle industry to create lures that are functional.

"The industry has gotten so serious that it's risky [to pursue] this type of thing," he says, adding that Relic probably will stick with producing novelty lures.

Relic Lures can be found online at www.reliclures.com. The phone number is (310) 457-6386.