Shoulder Buddies are a collectible, educational accessory that kids can wear on their shoulders, backpacks, hats, etc. Shoulder Buddies are packaged with a collectible "Smarts" card that teaches their "Smarts" through an easy-to-remember acronym. A "Shoulder Buddies Coin" is also included, which is used to attach them to your shoulder. They also have a hole on their back so that kids can attach them to their backpacks with a keychain, which is also included with the product. There's also a book that corresponds to the Shoulder Buddy characters. "Shoulder Buddies are very unique because they are an adorable character that can be worn on the shoulder," Jeaneen & Kevin Muller, Managing Members, Shoulder Fun USA, LLC, told TDmonthly. "They definitely attract attention when wearing them and our variety of characters each have a different learning message that comes with them." Launch date: October 2009.