I think they are the old Heddon Spittin' Image baits, altered slightly, and rebranded under the Bomber name. Pradco did this with several of their most popular lures (i.e. the Cordell Pencil Popper is now a Bomber, as well as the old Rebel Windcheater).
It is essentially a spook type lure, although it has more of a sliding action than a true spook. The old Spittin' Image baits were very easy to "walk the dog" with. I have caught both largemouth and schoolie stripers on them.
As sealife said, you may need to change out the hardware on them.