I believe they're a mascot for Kewpie (the same company that makes the famous mayonaise) Tarako; a cod roe sauce they put on spaghetti in Japan. I think there's a bunch of different types of premiums of these guys. http://www.jvcmusic.co.jp/tarako/ more CMs on this link http://www.kewpie.co.jp/tarako/index.html The second link shows some items. I think some of the premiums come attached to the sauce packets too.
HAHA!! subt has had some avatars made from that commercial. i always tell him the little girl looks like bjork.