They may not be ripping off Nintendo, cause Nintendo didn't create NFC figurines or figurines (these are not NFC), but they do appear to be ripping off the packaging.
These sitting up on a shelf next to Amiibo's in a store would look like they are Amiibo's. Much more than any other figurine, skylanders, tmnt, ect.
Could totally see a parent or someone not informed thinking they are the same.
Reminds me of the B-rank movies that release some dvd that looks like a blockbuster and has a very similar name to that same blockbuster.
such as this here.
Sony, or whoever is in charge of this, is clearly trying to capitalize on Amiibo's popularity. See below hanging on store shelf and tell me you would not think they are the same.
compared to this packaging of TMNT or sklanders