Pretty Pink Guns

Posted by Susan Carney Apr 1, 2008

In my local Sunday paper, there was an article about the recent trend of custom painting guns in bright colors, causing the possibility of confusing them with toys. This, coupled with the fact that actual “toy guns” are often so realistic looking they can be difficult to distinguish from the real thing, is creating a dangerous situation. While I am certainly concerned about the distinct possibility of confusing these real guns with toy guns, there is another element to this issue that was missing from the article.

These guns are being decorated in this fashion in order to boost sales. In that way, they are not unlike many other products. One can easily purchase almost any item (for example, a car, cell phone, computer, etc.) in an array of colors or themes. Designs, packaging, and other product elements are often created especially (and often with the help of licensed characters or other popular symbols) to appeal to certain age groups. Like kids.

It’s one thing when a product promoted to appeal to kids is relatively benign. It’s another thing altogether when it’s a lethal weapon.

One could argue that the colors and designs aren’t “intended” to appeal to kids. But consider “a child sized shotgun decorated with pink and black swirls” or “a .22 caliber rifle for youths-the Davey Crickett- that’s red, white, and blue.” (Sam Wood, “Which is the Real One?” Philadelphia Inquirer, 3/30/08). Whether intentional or not, these would probably appeal to kids.