We’ve mentioned FLIPTAIL several times here on the Bass Fishing Archives as well as posting some ads from old BASSMaster Magazines. Today in FLIPTAIL 1967 we have a jobber leaflet showing the offerings from one of the early soft plastic companies.
You can tell it’s a jobber leaflet that went into a jobber binder that was dropped at the nearest tackle shop for a couple of reasons. One, the page is perforated to be placed in a binder and two, the leaflet features dealer displays as well as dealer box prices. Let’s go over the particulars of the leaflet as well as each bait offered in 1967.
The leaflet is simple in design with some neat period graphics at the top. FLIPTAIL is spelled out as usual in its tipped letters atop a rendering of a couple guys fishing. Below that you can read, STEMBRIDGE PRODUCTS, SEPTEMBER 1967, East Point GA.
On the front page (lead-in image), FLIPTAIL features their pre-rigged worms starting with the FLIPTAIL Daddy Rig made from their 9-1/4-inch FLIPTAIL Daddy worm. Below that you see the FLIPTAIL Regular rig (7-1/4-inches long) and the FLIPTAIL Junior Rig. Each bait was offered in seven different colors.
Each of the rigged baits comes with two weedless Mustad hooks and Monel Bead Chain Spinners to complete the rig. The baits were sold individually on a dealer card that contained 12 baits. Dealer price for the cards were $10.80, $9.00 and $7.80 for the Daddy, Regular and Junior respectively. That works out to about $1.50, $1.20 and $1.00 for each bait retail.
Also on the front page are the Stembridge Weedless Hooks. These hooks were made by Mustad and offered in sizes 6 through 6/0. A dealer box of 12 packaged hooks wholesaled at $1.44 and each hook sold for roughly $0.25 each retail.
On the opposite page FLIPTAIL showcases their plain worms, again from the Daddy down to the Junior. The Daddy was sold in three different package sizes – on the card with two baits per pack, a 25-count bag, and a 100-count bag. Dealer cost for each was $7.20 per card of 12 packs, $7.50 per 25-count bag, and $30.00 per 100-count bag. Doing the math, it comes out to roughly $0.50 per worm retail no matter if you bought two baits or 100 baits at a time. So much for a bulk discount.
Dropping down to the Junior, we see the same offerings in the packages except for the baits offered on the dealer card. Instead of two baits per pack, they’ve upped it to three baits per pack. Doing the same math as above, it works out to $0.32 per worm. That’s expensive for the time when only a few years later you could buy a 100-pack of Mann’s Jelly Worms for about 8 bucks retail.
The FLIPTAIL Junior was even less expensive at $0.12 each wholesale or $0.20 each retail. The Dealer Card instead of having 3 baits per pack had 5 baits per pack.
This side of the leaflet also featured one of FLIPTAIL’s most famous baits, the FLIPTAIL LIZARD. At 6 1/2-inches in length, this bait was sold by the thousands back in the late 60s and early 70s and came in the seven standard colors of the day. These baits wholesaled for $0.25 each or $0.40 each retail
Another form of packaging for the worms themselves was a Box Assortment of baits. Back in the day the tackle shop could buy this box, place it on the counter and sell the baits individually. This is actually how we used to sell hand pours at the shop I worked at when I was a kid. There was, again, no price break for buying in this form but there was the free tackle box.
There isn’t much glitter or product when it comes to this leaflet but it’s still a cool piece of history regarding one of the most heralded plastic worms of the day.
FLIPTAIL seems to have closed shop in the mid-1980s. I haven’t seen any ads in any of the bass magazines after 1985. Then around 2013 FLIPTAIL announced they were bringing the company back to life. A lot of anglers who’d been jonesing for the old baits were now able to get their fix again. If you’re part of that crowd of old-timers who cut your teeth on FLIPTAIL or you’re a newer angler wanting to try some of these famous baits from the past, you can find them online at this link.