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YOUNG GUNS

Should AR-15s Be Marketed to Kids?

New York Times suggests youth-targeted firearms marketing may have gone too far

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by Mary Noble

Senior Editor t +

Discount coupon from a gun maker's website / Image: New York Times

The percentages of gun owners and licensed hunters in the US are in decline. With that in mind, gun makers have stepped up their marketing to the next generation of potential gun-buyers, according to a report that's currently the most-read article on the NYTimes website.

The piece quotes Junior Shooters, a gun industry-sponsored magazine, which ends a piece on target-shooting with AR-15s thusly: "Who knows? Maybe you'll find a Bushmaster AR-15 under your tree some frosty Christmas morning!"

Marketing AR-15s to youngsters is part of a broader push to make sure that gun sports continue thriving among the next generation, according to The NYTimes's Mike McIntire. "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."

Youth-targeted campaigns are back by extensive research, including a major 2007 report which revealed the importance of "peer ambassadors." The study suggested that young shooters should introduce their friends to guns gradually, "perhaps through paintball, archery or some other less intimidating activity." "The point should be to get newcomers started shooting something, with the natural next step being a move toward actual firearms," said the report.

The piece quotes Larry Potterfield, the founder of MidwayUSA, one of America's largest shooting suppliers. He had his own kids learn to shoot "boy's rifles" at the age of 4, and he's given more than $5 million to kids' shooting programs, donations that he says are motivated by "pure benevolence," not "return on investment."

"We grew up and live in rural America and have owned guns, hunted and fished all of our lives," he told the NYTimes. "This is our community, and we hope to preserve it for future generations."

Via the New York Times.
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Should AR-15s be marketed to kids?

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100 Comments (view in Forum)

  • talkenhed
    !
    The article is addressed to rural Junior Shooters. I think they, the authors, are addressing both the intellect of the parents, and the dialect of the kids they're targeting (pun untended).
    Just another demonstration of the failure of our schools
    Can you imagine an version directed to inner city AA kids written in Ebonics encouraging them to acquire AR 15
    Gimme dat gat.
  • bsking
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    The hysteria is laughable. Young boys and girls have been taught to shoot by a parent or other family member since the invention of firearms.

    what the left fails to admit is that its the left in the entertainment industry that glamourizes gun violence for profit. exclusively. the "kids" in this story are being taught gun safety, the kids watching movies from hollywood and video games are being taught that human life has little to no value at all so killing is being taught by the left.

    ......insert abortion or death panels from obamacare....human life is no more important than sand beetles...another leftwing kooky idea that devalues human beings..
  • bsking
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    @CommonSense that would be the panel of bureaucrats that will decide who gets medical treatment and who does not based entirely on the return of the investment.
  • mmej
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    Junior models are not only for kids. Small framed adults benefit greatly, if the weapon better fits their reach, ability to handle it comfortably, etc.

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  • Drake_Burrwood
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    Having a paint ball gun go off accidentally in your face or at close range is not fun. But is better if someone does something stupid. If parents would get back in the habit of requiring kids to treat toy weapons like real one (or bother to know what that is) that would save suffering and lives.
  • John_Matrix
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    Teaching children responsible gun ownership and handling at a young age before potentially unsafe habits can be learned... those devious bastard, how dare they.
  • TheJimmy
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    A Red Ryder BB gun is only like $25.00 and an AR15 can be well over a $1,000. I'll be damned if I'd spend that kind of cash on my kid for Christmas. The BB would just have to suffice until he's 18.
  • fistv
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    I started my kids around 8 or so with BB guns in a cellar range. Their friends as well, more than a couple were single parent, mothers, who had no father in their lives. Picked up a few yard sale 22's when they hit 12, boxes of 500 rounds of 22's and bags of balloons. Cooler full of drinks, sandwiches, snacks and 5 hours at a local range. Heck of a lot cheaper and better than movies or chunky cheese. Carried it over to hunting. If anything I should have done it even more often.
  • GmanGSW
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    You are a good parent & there are many more of you/us out there, even if we don't have children yet. I have 3 nieces, 2 who are very competetive (the other is only 6), one, at 11, just has begun shooting a .22. I know, a bit young, but she seems to be very mature regarding the fact that wherever that barrel is pointing, on that .22, you are aiming at something/someone to, potentially, kill. Good thinbg they are only shot at targets, still... The 2nd, at 9, is still not quite "old enough+mature enough," to use a .22 , at this point, but can't wait the years to go up against her big sister on the range.Target and recreational shooting is more our gig, though I'm a "former" hunter. Please note that my bro-n-law & I began teaching firearms safety to the girls VERY early on, and practice safe handling and storage, ourselves. Eh, more he than I, as I don't have children yet. However, whenever the girls are around my place, certain areas get locked up, including certain other items...
  • NTBFW
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    Kids need to be taught the proper use and proper safety rules of guns at an early age. I spend as much time as possible teaching kids and anyone I can to shoot. I do focus on helping victims of domestic abuse learn to protect them selves.
    As far as kids go you don't have problems with kids committing crimes with guns that have been taught about responsible gun ownership from an early age. I've carried or hunted since I was 6 years old. I have yet to commit a crime with one. I taught all my children the same. They haven't committed any crimes with theirs either. They understand the responsibility that goes with handling firearms.
  • GmanGSW
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    I agree with you 150% on just about everything you said. The responsiblity starts when young=goes on to later years. Personally, I din't start shooting till 12/13, but it was more a matter of my father being anti-gun. I learned about responsibilty (firearms-wise) from my maternal grandfather and brothers, not to mention cousins, having "grown up" (over summers) on my grandfather's 175 acre farm. I also have learned about responsibility & have yet to commit any crimes, either. In any case, good work!
  • seedtick
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    My father taught me to shoot and hunt, just as his father taught him. I, in turn, taught my son and daughter to safely handle both long guns and hand guns. Over the Christmas holidays my son and I supervised target shooting by his two girls (11 & 12).
    My father was tough on me concerning safety, I was tough on my son and his girls get the same tough instruction from him.
    Remember, a kid handling an AR-15 will be just as safe with it as with an air rifle. All they need is proper adult instruction concerning its use and capabilities.
  • hankf68
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    yeah, and the cave man taught his kids to hit with a club, then how to throw a spear and then how to shoot an arrow and so on...holding on to the past only hampers progress towards the future, my father taught me the same things, big deal, I'd rather have a future where there is only peace and prosperity...
  • hankf68
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    @seedtick ...the term "need" is misleading...need them for what I quess would be my reply to you...no, there is no need for guns in our modern world, but I'm not ignorant as to what you mean, I do not subscribe to the NRA or human interest in war or violence, regardless the propagandist, I believe in a better society, where such questions will be irrelavant, come up with solutions, not laws and inept reactionism to societies ills, so you may want to ask someone who isn't a puppet to those who would seek to controll...peace!

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  • ctc
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    Wow.....just what every kid wants on their wish list......a difference maker with a bow on it under the Christmas tree.
  • russ
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    Hey, PolitixPeople-I've noticed there seems to be a pattern of the question being reworded. This is the latest example of asking a broad question in the headline and making it more specific in the poll. What's up with that?
    I can anwer both questions with a resounding yes. Whether it's a Glenfield Model 60 .22 or a Bushmaster AR-15; the only question is affordability and use. Used properly, both afford safe entertainment or hunting. Despite the hefty price tag, the AR-15 provides the advantage of higher power with minimal recoil for the younger marksman.
  • NormalFlora
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    @Capt_Morgan02 And the "healthy amount of adult supervision" means that they DON'T get their very own AR15. They put their hands on a firearm ONLY at the range, and they ONLY point it down range. Giving a kid a Sponge Bob AR15 is just stupid. Kids need to be taught that there's no such thing as "toy" guns.
  • DARSB
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    @NTBFW In theory, I agree that teaching the child to "understand responsibility" is important. Yet over 500 children a year are killed by firearms. Because we collect so little data on gun violence it's hard to say if these were children of irresponsible parents.

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  • TxCharlie
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    Sure - It's used widely as a competition and sporting rifle. A lot of kids do very well in target shooting competitions, and have been proven to be very safe doing it.

    A lot of people also use AR-15's for hunting anything smaller than a deer, such as Nutria and sometimes wild hogs (although I'd rather use something a bit more powerful for hogs, which have very tough skin). A lot of kids love to hunt, so naturally some use AR-15's for that reason.

    AK-47's, very similar to the AR-15 but more powerful, are used a lot here in Texas to hunt wild hogs, so some kids are taught to use those too. AR-10's, which are basically an AR-15 chambered in .308, are used for hunting hogs, deer, and even bear. Supposedly, the Democrats support hunting. I beg to differ.

    A few decades ago, a lot of high schools had shooting teams, just like basketball and football teams - None of those schools had any murders during that time. I think the 4H club still has shooting competitions (although, mostly pellet gun teams now).
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  • Thunderchicken
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    "The percentages of gun owners and licensed hunters in the US are in decline"

    WTF?? Gun sales are through the roof.

    As for marketing to kids, that's always been done. There've been youth shooting leagues as long as I've been shooting.
  • Denizen_Kate
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    I was wondering the same thing. I keep hearing about sales of AR 15s specifically going up exponentially since discussion of banning them began. I really don't think the manufacturer needs to spend any effort or money on advertising. That said, let them advertise. Whether or not a kid gets one of these or any gun is entirely up to the parents.
  • Thunderchicken
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    @Denizen_Kate

    Given that .223 ammo is probably over $1.00 a round, what kid will be shooting it. Most youth leagues I've known of are air rifle or .22. Heck, I don't shoot anything but my .22s anymore. And that's only because I have several thousand rounds at less than $0.02 a round.(I bought all I could from a sporting goods store that was closing.)
  • Denizen_Kate
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    @Thunderchicken - I had no idea ammo was so expensive. Only have a shotgun myself, and hardly ever take it out of it's case except to clean it. I can't remember how long ago I bought shells. I wonder what 20 gauge shot goes for these days?
  • PoliticalSpice
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    @Denizen_Kate The percentage of guns sold is high, but the percebtage of gun owners is in decline: translation, people who already own are stockpiling more guns, but the number of people who buy guns is going down.

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  • tomincali
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    kids that are taught to hunt,why not. again do to a few sick people some in office want to punish all.

    one thing for sure those in office who are on the gun ban bandwagon need to be removed from office soon. once this is proven to be against the constitution it will prove those on it have violated their oath.
  • Your_Name_Here
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    Interesting because the kids who receive AR-15s are more than likely closer to their families, have more respect for the law and more respect for other people, more respect for life than those who site in front of a phone texting or playing games all day long. I think AR-15s should be marketed to kids in a responsible manner.
  • mtkopf
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    I'm not doubting what you are saying; the most polite kids I have seen these days are the ones living in more rural areas. I am just asking where you got your info on kids owning AR-15s.
  • Your_Name_Here
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    @mtkopf I do admit to generalizing about kids owning 'firearms' instead of specifically the AR-15. Most of my comments are a result of experience. I have worked with kids for years teaching firearms safety, shooting, hunting, archery, fishing, camping, survival, etc. Myself, I was a competition shooter in the USMC back in the early 70's and always liked shooting in general. It seems like the kids who have those interests are pretty much what I thinking about in my first comment.
  • mtkopf
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    @Your_Name_Here and I am not disregarding your experiences or your opinion. I think the most important factor in your post is not whether the kids own AR-15s but the closeness of the family.

    As for the marketing aspect, I personally think it is a mistake to market these weapons towards children. While I am far from being an expert on kids, I did coach h.s.
    football for 9 years after my mimilitary service ended. 7 of those kids are no longer
    aalive, mostly due to the invincibility h.s. teenagers feel. That invincibility factor leads to a lot of risky behaviors, case in point texting while driving. A recent study releasedby aABC news came to the conclusion that teens who text and drive font think their actions are dangerous but feel others who do the same thing are the biggest danger to their lives.

    Society has said that there are age restrictions on privileges: 16 to drive. 21 to drink alcohol. 18 to vote. Am I calling for an age restriction on gun use or ownetship? No. I am just saying I believe it irresponsible for suppliers to target children in their advertising.

    Btw Marine, thank you for your service!
  • Medicinebow
    !
    @mtkopf I can see where you are coming from with your point of view. Parents should be the ultimate decision maker as they know their children best. My son's gun was kept locked under my supervision until he moved out as an adult. He loves shooting our lever action .22 and my 9mm more than most other guns. They are simple to use.

    Your comments about teenagers is all parents nightmare. It's difficult to get it in to some teenagers heads they aren't invincible and stuff happens. My wife lost her son to an accident. We all worry about things like guns, and for good reason, but simple everyday things can also result in death if precautions aren't taken.

    A good parent will also know their kids abilities...or lack thereof. I didn't let my son get his license until he was 18 because he simply wasn't ready. The responsible parent in me just wouldn't allow it. He only had access to his gun under my supervision.

    To me it all comes down to being a responsible parent.
  • mtkopf
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    @Medicinebow and if everyone was a good parent like yourself, I wouldn't have reason to be concerned. I commend your actions. So many parents now it seems are trying to be friends with their kids. I don't know if its out of guilt for both parents having to work or what.

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