The Optimus keyboards [1] by Art. Lebedev Studio have been around for a while but they've always been prohibitively expensive. While this keyboard doesn't have color in the displays, it's actually affordable.
Another similar product is the Razer DeathStalker Ultimate [2] keyboard, but only 10 if its buttons have programmable displays.
I wonder why Razer (or anyone else) haven't made a standalone keyboard that followed the approach they took with their Switchblade [3] concept. They put transparent keys over a large lcd panel. It's much cheaper than putting a tiny lcd display inside each key.
[1] http://www.artlebedev.com/everything/optimus/
[2] http://www.razerzone.com/ap-en/gaming-keyboards-keypads/raze...