This NES-era Mario pillow is an exclusive prize for Club Nintendo members in Japan. Nintendo has a history of launching cooler merchandise for the Japaense version of the loyalty program than what they make available as US rewards.
Nerd News for Your Inner Geek
Each year, Nintendo rewards the most financially-supportive fans who reach the "Platinum" level with a special prize. This year's will be the awesome figurine pictured below. I'm certainly excited to receive mine, although I'm a little embarrassed to have spent so much on Nintendo products over the past year.