The line features 9 shotguns, a semi-automatic rifle and a semi-automatic pistol (oft-referred to as "military style" weapons).
He and his sons are featured prominently in four video ads for the new guns on Mossberg's web site. Phil narrates one of the spots saying, "Do you know what makes me happy ladies and gentlemen? To blow a mallard drake's head smooth off."
Adam Weinstein of Gawker points out that the announcement of the customized line of guns comes in the wake of "awkward ruminations on Jesus and b***sex and vaginas."
Though the gun line and overtly graphic duck-speak is unlikely to stir such an explosive news cycle.
After all, manufacturing controversy over ignorant statements is just as American as killing things and apple pie.