A more revealing look at this new UPC code, 045496880088, can be found at the UPC Database. The entry for this product code reveals that the item in question is indeed a Nintendo UPC, and is currently listed with the name "Wii Play 'n Learn." No other information about the item is listed.
Taking the name of the new SKU at face value, a Wii console bundle including Wii Play and Big Brain Academy could be in the cards. However, until NOA officially announces what the Play 'n Learn is, no one will know for sure.
Nintendo World Report has contacted Nintendo of America seeking comment on this development. When we hear back, we'll let you know.