Well they got rid of the club shop so why not give away stuff?!
The Nintendo UK Store has been great recently for offering special pre-order bonuses when you order an upcoming exclusive. This time around the online store is offering a free Mario soft toy if you pre-order Puzzle & Dragons Z and Puzzle & Dragons: Super Mario Bros Edition. Not a bad incentive to pre-order, so if you want the Mario soft toy be sure to place a pre-order.