A soft gelatinous elastomer composition and article useful as fishing bait, floss, liner and other uses formed from one or a mixture of two or more of a one or a mixture of two or more of a hydrogenated controlled distribution styrene block copolymer(s) and one or more plasticizers being in sufficient amounts to achieve a gel rigidity of from about 20 gram Bloom to about 1,800 gram BlooField of the Invention.