Humble beginnings hardly seem like a 1-2-3 recipe for success, but after 49 years, Mister Twister continues to lead the soft plastic fishing lure business, each year becoming more and more innovative. Innovation has been the key to Mister Twister's success since the folks there developed the Curly Tail concept in 1972. Up to that time, rubber or plastic lures were stiff worms or grubs; they had little or no action. The Curly Tail changed that, and Mister Twister sales soared. Soon Mister Twister was selling millions of lures a year.