I don't know about any tools, but I can think of two (relatively) simple ways to do this, based on the same idea.
Take pictures of rods & reels in various configurations (but similarly placed). Then use photoshop to create layers for each individual piece. Once you've got all the pieces as layers you can arrange together, save each permutation, and when, for example, green wrap + light rod are selected, use javascript to show "rod-light_wrap-
green.jpg"
If you don't want to go to the trouble of making all the different permulations of images, you could set up layers of transparent pngs and layer them that way.
You could use flash to do the same thign, too :)
-Eric
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Eric Skiff
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