The American firearms industry is targeting children as young as six with brightly colored guns and encouraging parents to let children take up shooting at an early age, according to a report released Thursday.
The Violence Policy Center, which aims to stop gun violence, said in its report that gun manufacturers are marketing to the youngest consumers because their primary market of white men is aging.
"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," the group said in a statement.
"Along with the hope of increased gun sales, a corollary goal of this effort is the creation of the next generation of pro-gun advocates for future political battles."
Examples of "aggressive efforts" to market to children include rifles made with plastic parts so they are easier to handle with less weight and recoil, the report said. Some manufacturers sell firearms in a variety of kid-friendly bright colors, including pink for girls.
The report also pointed out that the firearms industry and its lobby want parents to let their children "access guns at the earliest possible age."
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