I don't think you have anything to worry about. Just a small amount of exposure like this wouldn't have done any damage. Also the newer the model, the less damage it is able to do since they have decreased the strength of the laser.
The reaction of the children would be to shut their eyes if the light was bothering them and if it got a direct hit into their eyes..... I think purposefully staring into it would have an effect, but not for that short amount of time, farther away, and as inaccurate as I imagine it would have been in your situation.
You should also notify the management of the store that this is happening so that there are no other occurrences or possible accidents.
If you are still concerned, a lot of optometrists have free clinics at this age for 3 year olds only for eye exams.