A stickbait fishing lure includes an outer covering and an internal structure molded within the outer covering. The internal structure is of a material that is configured to be punctured by a fishing hook. With this configuration, a fishing hook can be passed through the outer covering and puncture the material of the internal structure. The internal structure helps secure the fishing hook within the fishing lure by providing an internal reinforcement that inhibits the inserted hook from ripping away from the fishing lure or otherwise tearing the outer covering.
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