These are official merchandise from a campaign in Japan called "Kid Days" I bought them in a set of 3 and only wanted the Sugawara one for my Ita bag. They are very cute and high quality.

Personally I'm a huge fan of can badges that have a safety pin back as it marks a higher quality of product and means you can put it in any bag without worrying about it falling off. (Though most people use these in ita bags so it's not a big deal there.)