The rubbery stuff

is called plastisol and comes as a milky liquid which must be heated in a pan or microwave and then injected into the mould.
Mostly comes from US or Australia but there is a company in UK called Lure Factors which will be worth a google.
As for the mould, I'm still making/modifying for myself but when I get it the way I want and get a few made up front I might well look at putting up for sale, not sure what price as they take an endless amount of "hobby" time to produce so will probably let ebay set the price by auction, but we'll see.

I want to see them catch a few fish as well
cheers
norm