How they are made 

Lenticular (or Stereo) printing is a technology in which lenticular lenses (a technology that is also used for 3D displays) are used to produce printed images with an illusion of depth, or the ability to change or move as the image is viewed from different angles.

The lenticular printing is based on the printing of stripes with different image information at the lens surface. By a change of the incidence of light the corresponding visible area changes.
With vertically deposed lenses the right eye sees a different image than the left and the result is a 3D effect. With horizontally aligned lenses the same effect causes the visibility of different pictures by moving the badge or changing the viewing position. This creates motion and flip effects. So depending on the light and movement of the badge the picture is changing.

In the Soviet Union lenticular badges were called Stereo or Vario.
Such images where produced for a range of subjects and products and were in full colour
Badges, calendars, postcards with moving cartoon characters were quite popular in the USSR in the 60s and 70s when the people called them simply "overflows".
The first such badges began to be produced in Siberia at the Souvenir plant in Novosibirsk in the 1960s and were produced until the 1980's. However the technology itself is still being used in many applications and products to this day.