I've started collecting these lately. Afterall, who doesn't need keychains of adorable anthropomorphic breakfast foods?
They're designed by Heidi Kenney of My Paper Crane and made by Kidrobot, purveyor of Japanese-style limited edition toys such as Dunny and Munny collectibles. The keychains are sold blind-box so you don't know what's inside until you open it and some figures are more common than others.
The only store around here that carries them is the music store at the mall. This means that N is semi-supportive of me collecting them because he knows that if he picks up a keychain for me then I'll be too excited to care about how many cds he bought.