A fishing lure containing one or more light sources includes a guideway along which a battery rolls back and forth in response to an oscillatory movement of the lure. A series of spaced-apart stationary electrical contacts are positioned along the guideway to be successively engaged by the moving battery to intermittently complete a circuit and energize the light sources. The light sources are internally mounted for protection by the body of the lure and the light is transmitted to exterior locations by optical conductors.
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