Huh. I am not sure how to feel about this.
I grew up around guns, and as a kid I wanted to do what the adults were doing. I had access to a BB gun, and a 22 rifle (the later of which was in a gun safe and taken out when we went to a range).. so I can totally get kids wanting something like what their parents are using and parents wanting to introduce their kids to the hobby using something smaller/lighter/low powered... though a modern air soft rifle would be SUCH a better option today!
But wow does that ad creep me out. Plus, as a kid, I would probably be put off by it since, well, I wanted 'real' things, not 'kiddie-fied' versions. Both guns I used were appropriate for kids, but not designed for them. I am not even sure they were marketed in any particular or special way.