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FEBRUARY 24, 2022|BRANDS & MARKETING


Gunmaker Creates Junior Version of "JR-15" Assault Rifle For Kids


I don't often come across a story that should anger all of us, but this one should. At a big sport shooting and hunting trade show, firearms company Schmid Tool and Engineering introduced an assault rifle known as the "JR-15". The gun is designed to be lightweight and "friendlier" to smaller arms, while it still "looks and feels like Mom and Dad's gun." Their stated goal is to "safely help adults introduce children to the shooting sports." As if this story could get any more appalling, consider the fact that AR-15 rifles were the weapons used in 11 out of 12 of the most well-known school shootings.

Introducing younger children to a gun in this way is wrong. We don't teach kids how to do liquor shots, or race motorcycles or do free solo rock climbing. Some things aren't for children. Especially things that they might use to accidentally or intentionally kill other people. Sadly, it seems some companies and people don't agree.

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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