It's something they've always done. Another influence on children, widely remarked upon since the Harry Potter craze began, is literature, and here the same forces are at work. Apparently, one new book is designed to disabuse them of their faith in God. Lo, children are the heritage of the Lord, and the fruit of the womb is his reward. You can just disregard Psalm 127 in today's cultural slimefest.
Children now are nothing more than a target-rich environment.