Christianity of all denominations is losing followers at a church-worrying rate. Yes, you’ll always get those who are zealous or make it part of their identity and will never quit, and of course, the quiet - if you’ll pardon the pun - masses who are ever faithful, but the churches don’t fill up quite how they used to.
By getting the kids hooked on an ideology through a relatable, maybe even exciting, child-like character, they’re hoping to (eventually) get people back into churches and get business booming again.
Looks like Guerilla Mail still exists. Been around for years at this point. No idea if there’s any controversy about them, but there are reviews out there giving them high marks.