Earlier this week a 5-year-old boy was playing with his Crickett-brand "My First Rifle" when it went off by accident, killing his 2-year-old sister.
Many online, reacting to the story, were horrified, not only because of the accident, but also the way Crickett Rifles marketed their rifles to children.
"The rifle used in the accident is a Crickett designed for children." Imma just let that sit there. #guncontrol
"The rifle used in the accident is a Crickett designed for children." Imma just let that sit there. #guncontrol-- Clementine Ford
As of Friday morning, Cricket's website has disappeared, replaced with a Linux Test Page.
Its Twitter account has vanished, as well.
According to Topsy.com, a Twitter archiving service, Crickett's last tweet was sent eight days ago.
Twitter users quickly dug up anything and everything they could about Crickett Rifles in the days following the accident.
Crickett gun the five year old used to shoot the two year old is "ideally sized for children four to ten years old". http://t.co/KNxTZZoKVx
Crickett gun the five year old used to shoot the two year old is "ideally sized for children four to ten years old". http://t.co/KNxTZZoKVx-- Jim White
The “adorable" “My First Rifle Collection" by Keystone Sporting Goods in KY-which resulted in the death of a 2 yr old http://t.co/InWvxIg5dl
The “adorable" “My First Rifle Collection" by Keystone Sporting Goods in KY-which resulted in the death of a 2 yr old http://t.co/InWvxIg5dl-- Steve
The section of Crickett's website that recieved the most attention was its "Kids' Corner," which featured pictures of children using their rifles.
From the gun manufacturer Crickett's website. Kids' corner. (via @agrajagthetesty) http://t.co/MykstnNzbE
From the gun manufacturer Crickett's website. Kids' corner. (via @agrajagthetesty) http://t.co/MykstnNzbE-- Louise Brealey
You can still buy Crickett rifles at Walmart, although it's in-store purchase only.
Here's a TV spot for Crickett Rifles, advertising that they make rifles "for girls and even mom," ending with the tagline: "Target shooting is fun!"
View this video on YouTube
BuzzFeed has reached out to Keystone Sporting Arms, the parent company of Crickett Rifles, and is awaiting comment.