WHILE millions react with horror to last week's US school shooting, one company is revelling in a sales boom from its range of bulletproof backpacks.

Bulletproof backpacks. The kind designed for children.

Amendment II has reported increased revenue following the Sandy Hook massacre in Newtown, Connecticut, which left 28 dead including 20 children.

Amendment II is profiting from the massacre. It sells Disney-themed backpacks for school children for $300, Mother Jones reports.

Derek Williams, the Amendment II president, is happy to explain his company's protective range.

"Basically, there's three models," he said

"A SwissGear that's made for teens, and we've got an Avengers and a Disney Princess backpack for little kids."

The company, headquartered in Salt Lake City, specialises in body armour and recently moved into this new, horrifying market.

"We want to be sensitive to how we do that, but we are gonna try to get the word out that this product does exist that there are ways to at least provide our children with some protection," said Mr Williams.

Sensitive?

They're not the only culprits. Look at this ad from Bullet Blocker, which sells backpacks for $225: