Abstract: A rectangular shaped foldable fishing lure case of nominal thickness, for carrying and storing fishing lures, such case having an external backing material forming the exterior surface of the case. An internal surface material is affixed to the external backing material, and is capable of being easily pierced by fishing hooks affixed to such lures to thereby hold such hooks in piercing engagement within the case, until manual removal is desired. A folding axis bisects the rectangular-shaped case into two substantially equal sized half members, and a foldable rectangular-shaped protective sheet is provided of a size sufficient to cover the internal surface of at least one of the equal sized halves. The protective sheet is hingedly coupled to the case to permit access to the inner surface material of at least one half member, whereby in a closed position the protective sheet lies intermediate the opposed internal surfaces of each half member.