The pink guns are targeted to girls and women, part of a fast growing segment of outdoors lovers, Chris Hanson store manager of a Gander Mountain (NASDAQ:GMTN) in Waukesha, Wis., told the Milwaukee Journal Sentinel.

"Females want to shoot guns, but they want them to look pretty, too. Guys could give a rat's butt what their gun looks like," said Jim Astle, owner of Jim's Gun Supply in Baraboo, Wis., said of the pink firearms.

Gary Goessner, who was shopping with a friend and their two pre-teen daughters at the Gander Mountain store, said he was all for trying to get his daughters interested in hunting, "but it's got to be the right way."