While I'm definitely not an advocate for unnecessary plastic gadgets, I'm all for anything that will help turn a healthy breakfast into a plate of FUN. And these little contraptions fit the mould (sorry, had to be said). Just hard boil some free range eggs, peel, then squash into the mould and leave for a few minutes. Cute! We have eggs most days for breakfast, so I often try to mix it up - these moulds are a great way to involve the kids and add a new spin to an old classic.
You can get them over at Lunchboxes With Love, a website that has lots of Japanese gadgety things that can help inject a bit of fun into a little one's lunchbox (especially useful if you get requests for the usual highly processed 'food' items plastered with licensed characters).