I honestly think the best way to get the younguns is to do the first ever video game/p&p rpg tie-in. Then sell it at video game stores as a sourcebook/stand-alone p&p rpg game. It'll be just like what game companies already do for movie and television series. If you could get a video game franchise sourcebook, plus BRP rules, plus something like the Mythic Game Master Emulator
Mythic Game Master Emulator all in one package, that would get tons of new, younger people to play the games. However, I realize licensing might prove very difficult.
Or you could invade the fan fiction sites and post scenarios with stats and basic rules for play.