Aside from that being the most insufferable voiceover in some time; this product reeks of greenwashed evil.
"allow kids to customize the mask the way they like it, giving them a sense of ownership and autonomy over their own safety."
Isn't telling someone that they have 'ownership and autonomy over their own safety' because they get to accessorize their gas mask either a profound misunderstanding of 'ownership', 'autonomy' and 'safety'; or an equally profound commitment to cynically lying to vulnerable children?
And speaking of cynical lying, is 95% filtration, particulate only; very likely to be a filter that leaves the really delectable microparticles unscathed(since filtering those is both more expensive and interferes with air flow to a greater degree than your basic repurposed vacuum cleaner filter); and do nothing for the nitrogen oxides, VOCs, and ozone you find in even garden variety smog, never mind the local industry's pollutant of the day?
Call me a buzzkill; but I'd be vastly more pleased with the honesty-in-design of protective gear that looks like full post-apocalyptic-gas-mask-mook because it's designed for scenarios that ought to look scary, abnormal, and basically unacceptable outside of dystopian fiction, rather than something to be cheerfully accessorized.