View Latest Virtual Magazine
Angling International - The Ultimate Online Tackle Trade Resource

Product News

Return to Home Go Back a Page

Product News

Show More

Metal manufacturer buys Magic Products bait brand

Article Media Click images to enlarge +

Magic Products, owner of the Emerald Shiners bait brand, has been sold to Wisconsin-based The Metal Ware Corporation.

US bait and tackle supplier Magic Products has been acquired by The Metal Ware Corporation, a manufacturer specialising in deep draw and metal stamping.

Both companies are located in Wisconsin. Bait production will remain in Amherst Junction, with distribution moving to the new owner’s central distribution centre in Two Rivers.

“Magic Products will join Metal Ware’s expansive fish and game processing equipment, most notably under the CHARD Products and Open Country brands,” said an announcement from Metal Ware yesterday.

Magic Products makes worm bedding, bait containers and fish attractants, as well as an extensive line of fishing bait accessories. The company was founded in the late Fifties by George Sroda, who came to light on the Sixties and Seventies talk show circuit with Herman the Worm, a 16-inch earthworm trained to shoot basketballs and which featured in the Herman the Worm book series.

Sroda sold the business in 1975 to Donn Schwarze. The product line was expanded and the name changed to Magic Products Inc. Schwarze’s daughter, Michell Branham, has run the business since 2003. 

“We are pleased to add the Magic brand to our extensive line of outdoor gear,” said Metal Ware Corp. CEO Rick Carey. “We will continue to stay focused on providing high quality products that allow our customers to enjoy their time in the outdoors.”

The Metal Ware Corp., which also specialises in rotational moulding and injection moulding, was founded in 1920 and is currently owned by Carey and COO, Ross Niemi, after they took over from long-time owner Wes Drumm in 2016.

Filed In: Product News