Abstract: The present invention discloses a method of producing light sensitive fishing lures and fishing lures which are capable of reversibly changing color with changing exposure to a light source. In one embodiment, a photochromatic material is incorporated into the mold to form a flexible bodied fishing lure. In another embodiment, the photochromatic material is mixed with a bonding agent forming a spray or dip in which a rigid bodied fishing lure is coated. In both cases, the fishing lure has an original, first color which reversibly changes to a second color with exposure to light, and thereafter gradually changes back to the original, first color in the absence of light such as when traveling under water.