Every Japanese grade schooler lugs around a big leather backpack called a "randoseru" (ランドセル). They're sturdy and pricey, because they're supposed last all six years of primary school.
Girls usually get red or pink randoseru, while boys get black or blue. Robots? Well, they get randoseru from retail chain Nitori—complete with a six year warranty!
The robots featured in the commercial are from Osaka robot company Vstone, and the commercial's jingle apparently uses virtual idol Hatsune Miku, too.
As a parent of a grade school Japanese kid, the obvious comparison of robots to school kids is mind reeling—cute, but mind reeling.