"You have a fascinating lure with a very complex history on your hands! The Jim Bo was a very early "swim bait" invented by Jim Bryan of Largo, Florida in 1952 (patented in 1959). It was one of the very first "direct marketing" lures, owing its tremendous popularity to a huge number of newspaper ads taken out across the country. The Jim Bo has such a convoluted history it took five articles to straighten it out on my Fishing for History blog. This is because it was produced at various times in Florida, Hopkinsville, Kentucky, and Las Vegas, Nevada. Yours is an original that we know predates 1959, the year they stopped using the "pat. pending" marking. They are common but in the original packaging I would estimate their value at $20-$30. To see the patent and a series of articles about the Jim Bo, click here."