They are a company called Bullet Blocker. These backpacks look like regular everyday school stuff only with sheets of body armor sewn inside the bag. To me it's a sad day when we have to consider the option of sending our kids to school with some kind of body armor. The companies sales skyrocketed by tenfold after the school massacre. Apparently this company has had this line of backpacks for 6 months or so now. Would you buy your kid this backpack? Has your kid asked you what to do if he/she needs to stay safe at school?