William Shakespeare, Jr.

Level-wind baitcast reels of today owe their original design to William Shakespeare Jr., who in 1896 invented the ground-breaking feature that enables anglers to evenly wind their fishing line on the spool. That practical feature undeniably did more for the fledgling sport of bass fishing than any other invention of its time.

Shakespeare’s level-wind reel made casting for bass less frustrating, more fun and efficient and as a result, more appealing to newcomers of the sport. The reel had even greater overall impacts, as anglers transitioned from fly rods and reels for trout, into broader realms for panfish, pike and other game fish in freshwater and saltwater that were ideal for the new level-wind reel.

Shakespeare’s marketing and advertising savvy and manufacturing experience in complex mechanical camera components led him to found the William Shakespeare Jr. Company in 1897. The slogan for his new reel was “Built Like a Watch.”

Shakespeare’s manufacturing and marketing mind was an ideal match for his ground-breaking inventions as they rolled out. Making and selling “Baits that Catch Bass” was an early slogan for pushing lures such as The Evolution, The Sure-Lure, The Shakespeare-Worden Bucktail Spinner and The Tournament Frog. From there, the innovative Shakespeare broadened his brand appeal to include apparel, leather rod cases, hooks and hand-tied trout flies.

By 1939, bass fishing was gaining popularity and Shakespeare’s fortunes were invested into engineering more complex reels, including the Wondereel that incorporated a feature that reduced backlash, along with an improved drag system. The reel was akin to a mechanical recruitment tool for bringing anglers into the sport. Along the way, Shakespeare began to publish educational booklets and pamphlets that provided fishing tips and instructions for anglers of all experience levels.

Shakespeare celebrated its 50th year in 1947 by securing the patent rights to the world’s first fiberglass fishing rod, the Howard Glastik Wonderod. The revolutionary rod made made bamboo and steel rods virtually obsolete.

The first Wonderods hit the market as baitcasting rods and sold for $49.50. The company’s growing expertise with fiberglass led to it become a leader in the production of other fiberglass products including radio antennas, utility and flag poles.

The Shakespeare Company’s longevity was due in part to its ability to produce good affordable products during America’s many economic recessions and depressions, which so often left people without work, but gave them plenty of time to fish. Several of the other tackle manufacturers, who did not enjoy such a broad base of support, are now just memories.