What's great is that each Stuck On You item you choose can be personalized - you choose the color, the image, text, and font! (Please see my Safety PSA at the bottom of this post!!!). It's fun for kids, and the parents!
Many warn not to put your child's name on any items that will be viewable out in the public, which usually means their backpack and jacket. The concern is the risk of a stranger seeing it and calling your child by name, making them think that it is a safe person. This is obviously a HUGE safety concern, however simply keeping their name off of their backpack won't cut it. I urge you to talk to your children regularly about the dangers of not just strangers, but "Tricky People" (read more here). In this day and age of social media and oversharenting (guilty!!), it's quite possible for your child's name and/or face to be quite well known. Not just that, but a stranger could be lurking and overhear you calling your child's name. Just because someone knows their name, or their parent's name, doesn't mean they're safe. Just because they're a stranger, doesn't mean they're dangerous. Unfortunately, even a teacher, a friend's parent, an uncle, a friend, anyone could have bad intentions. Without scaring them too much, we have to teach them to always be cautious, know to tell their caregiver immediately if ANYONE says or does ANYTHING that makes them uncomfortable. Know how to react in an emergency (scream, kick / scratch / gauge out eyes) etc. So, keep your child's name off of his or backpack if it makes you feel better (you could still personalize it perhaps with a nickname or initials or simply a logo or character they identify with), but know you need to be more proactive than that.
My kids don't take a bus or have after school care yet, so I'm not too concerned with their names on backpacks that simply go from home to under the stroller to school cubbies, and they're always with me anyway. But once they're traveling too and from school/camp/activities on their own, I certainly plan to leave names and identifying objects off of their backpacks. However, my kids are quite familiar with "strangers" knowing them and their names on a regular basis (because of our presence on social media), so we have the talk regularly about why people know them, what a "tricky person" is, why it's dangerous to run off or linger behind me on the sidewalk, etc. At 2 and 5 years old, I'm not sure how much they really "get it", but it's a conversation that must happen, often, and it evolves as they get older.
Check out Kenzo sporting his Stuck on Me backpack at the airport in Japan: