A fishing lure that easily and quickly converts from one look or character to another without tools and without untying the lure from the fishing line. A generally hollow body assembly is transparent to view an insert assembly contained inside. The insert assembly is removable to be replaced with a different insert assembly. The insert assemblies are widely variable and may, for example, have different colors or graphics, be reflective or iridescent, include lights or rattles and have a wiggling tail portion.
