A fishing lure including an illumination means a body having walls defining a water tight cavity a power source and a control circuit within the cavity connected to the illumination means. The control circuit controlling the supply of power to the illumination means such that light is emitted from the illumination means. The fishing lure is controllable via a remote control which can be used to select various operating modes such that the lure can produce any desired color, or pattern of colors, to emulate the body of a bait fish.
