Jarden Corporation, owner of Pure Fishing since 2007, is reportedly in merger talks with fellow corporate giant Newell Rubbermaid, maker of iconic Rubbermaid food storage products, among other things.

Jarden, current market capitalization of 10.65 billion dollars, also added Sebile to its portfolio in 2011.

Newell is said to be valued at nearly $12 billon.

How will this affect the Pure Fishing brands and anglers who like to fish their products? How will it affect sponsored pros and others in the industry? If talk turns to action, we’ll all find out soon.