The present invention relates to fishing lures equipped with one or more light sources interacting and/or interfacing with one or more light transmission mediums. The light transmission medium acts to illuminate one or more areas proximate to the fishing lure to provide a natural luminance or iridescence. The light transmission medium can be made from a flexible translucent hot melt thermoplastic material extruded into a polymer lens and can be located on an outer surface of a body of the fishing lure or inside the body of the fishing lure. The light transmission medium can also be provided in the form of a soft flexible component made from Plastisol or other similar translucent materials. The light source can be embedded in or located proximate to the light transmission medium to amplify, intensify, and/or disperse light along the light transmission medium to provide a natural looking luminescence to the fishing lure.
