Barrie Rickards is right (see article link below). The name Toothy Critter was dreamed up by John Milford and me one late night about five years ago. I made a note of it as I thought it would be a brilliant name.
I sketched out the logo/packaging on the back of a beer mat and sent it away to our design people to tidy up.
After I had the brand I had to get on and design the right lures, find a maker and work out the complete range.
To get the quality at the right price has always been the hardest thing but we managed to find both.
Making lure fishing accessible is the key to making it popular and we are doing both of those jobs.
And of course a bit of background in pike and lure fishing helps.
One of the first jobs that our new parent company Cortland Line undertook was to register the name worldwide; they have a plan to introduce it into the USA. Irony indeed!
Chris Leibbrandt is Marketing Director of Masterline International Limited and a leading authority on lure fishing.
