Todd Sheldon discovered the Mepps spinner in 1951. Owner of a successful tackle store in downtown Antigo, Wisconsin, he was having a bad day on Wisconsin's Wolf River. Determined to try something different, he tied on a small Mepps spinner that had been given to him by Frank Velek, a WWII GI who had returned from Europe two years earlier. Within two hours, he had creeled four trout weighing more than twelve pounds total.

Todd Sheldon was hooked on and began selling Mepps spinners, but soon discovered he couldn't get enough. Velek knew a French woman who sent spinners to the sport shop in exchange for nylon stockings. However, the lures were selling faster than she was wearing out her stockings, so Todd began buying his lures directly from Meulnart's factory.

Soon, other fishermen were experiencing catches like the one Todd took from the Wolf. But, they were catching all kinds of fish, not just trout. As the Mepps reputation grew, so did sales. In 1956, Todd sold his store and formed Sheldons', Inc. to focus his attention on his growing import trade