Abstract: A fish lure is disclosed comprising a body or plug used to simulate fish bait in which a retractable hook or plurality of retractable hooks are mounted. The hooks are released from a retracted position to an extended position when the lure is drawn through water. This is achieved by mounting a shaft slideably within the body of the lure and securing the hooks to the shaft. A trigger is provided on the lure which engages the shaft to hold it in a position such that the hooks are pulled in towards the body of the lure. When the trigger is released by pulling the lure through the water, a resilient member biases the shaft in a direction to allow the hooks to swing freely from the body of the lure. The trigger comprises a sear having a diving plane on one end thereof, the sear being pivotally secured to the body of the fish lure and which releasably engages a stop on the shaft.