Marketing Guns to Children

The gun industry has long understood that it faces a slow-motion demographic collapse. With the industry’s customer base growing older, household gun ownership in America has steadily declined. As its primary market of white males ages and dies off, the firearms industry has set its sights on America’s children. Much like the tobacco industry’s search for replacement smokers, the gun industry is seeking replacement shooters to purchase its deadly products.


“Start Them Young” — How the Firearms Industry and Gun Lobby Are Targeting Your Children (February 2016, last updated 2023)
View the press release

Press Releases

Manufacturer of AR-15 Assault Rifles Designed for Children Returns with New Sales Campaign (01/17/2023)

Gun Violence Prevention Groups Condemn Launch of AR-15 Assault Rifles Designed Specifically for Children (01/06/2022)

Gun Industry and NRA Target Young Children as Next Generation of Customers and Pro-Gun Advocates, New VPC Study Finds (02/18/2016)