Somewhere in the Mattel offices last fall, the folks in charge looked at their 2010 Club Eternia Subscription numbers and were impressed. So much so, that according to Mattel (via ActionFigurePics.Com), they decided that a "small amount" over the subscription would be sufficient for 'day of' sales. To put that in Britney Spears terms, "oops". Fans were already aware of the limited production amount available on Feb 16th thanks to Adora, but that's not to say that we were prepared.