Abstract: A quick release fishing lure connection includes a base member rigidly connected to the lure body and a separate connector member with a connecting portion adapted to be received in a receptacle formed in the base member. The base member includes a retaining feature formed on a side wall of the receptacle and the connector member includes a locking member movably mounted on the connecting portion. The locking member is adapted to reside in either a retracted position or an extended position. When in the extended position, the locking member contacts the retaining feature on the base member to retain the connector member in the base. The retaining feature may comprise an annular groove that allows the connector member and a hook connected thereto to pivot within the base.