Selling a New Generation on Guns," details how the firearms industry is spending millions with the aim of "getting guns into the hands of more, and younger, children," getting them "started shooting something" and cultivating future consumers of military-style and semiautomatic weapons:
The industry’s strategies include giving firearms, ammunition and cash to youth groups; weakening state restrictions on hunting by young children; marketing an affordable military-style rifle for “junior shooters” and sponsoring semiautomatic-handgun competitions for youths; and developing a target-shooting video game that promotes brand-name weapons, with links to the Web sites of their makers.
...[A] study, commissioned last year by the shooting sports industry...suggested encouraging children experienced in firearms to recruit other young people...
“The point should be to get newcomers started shooting something, with the natural next step being a move toward actual firearms,” said the report, which was prepared for the National Shooting Sports Foundation and the Hunting Heritage Trust.
...The foundation and gun companies also support Junior Shooters magazine... The publication is filled with catchy advertisements and articles about things like zombie targets, pink guns and, under the heading “Kids Gear,” tactical rifle components with military-style features like pistol grips and collapsible stocks.
Gun companies often send new models to the magazine for children to try out with adult supervision. Shortly after Sturm, Ruger announced in 2009 a new, lightweight semiautomatic rifle that had the “look and feel” of an AR-15 but used less expensive .22-caliber cartridges, Junior Shooters received one for review. The magazine had three boys ages 14 to 17 fire it and wrote that they “had an absolute ball!”
...The AR-15, the civilian version of the military’s M-16 and M-4, has been aggressively marketed as a cool and powerful step up from more traditional target and hunting rifles. But its appearance in mass shootings — in addition to Newtown, the gun was also used last year in the movie theater massacre in Aurora, Colo., and the attack on firefighters in Webster, N.Y. — has prompted calls for tighter restrictions. The AR-15 is among the guns included in a proposed ban on a range of semiautomatic weapons that was introduced in the Senate last week.