The pre-1920 Heddon

 lure and box

Heddon 1908 'Trade' Lure Colors

Heddon 100 and 150 lure colors for 1908 as seen in this brochure of Heddon made lures sold by a hardware company as 'trade' minnows.   Heddon made lesser quality round body minnows for various 'trade' outlets.  Hardware and tackle stores would repackage these lures and put their name on the box.   The lures are all Heddon, but the quality was not as high as those sold directly by Heddon with the Heddon name.  The colors however are the point.