I don't know the answer as such (bear with me) but I can hazard a guess.
When most substances absorb light, a photon of the light collides, so I'm told, with an electron orbiting the atom. All the energy that the photon contained becomes transferred to the electron, causing it to jump to a higher atomic orbit than it was previously at. In any given atom, there are only a limited number of these shells, each shell has a specific energy level, and as such only specific energies of photon (i.e. specific colours of light) can be absorbed. Now comes the bit I'm not so sure about: the electron(s), having been given extra energy, fall back down to a lower shell after a random time (the shell they came from, probably) and a photon, of energy equal to the difference between the energies of the shells, is emitted. I think that most materials will emit light in the infrared range (felt as heat) but that these glow-in-the-dark "thingies" are have just the right shell layout as to emit photons some way into the green range of the spectrum (as well as other frequencies, perhaps invisible). I hope that was the kind of answer you meant; someone might be able polish it up for me.