My brand new copy of WWE All-Stars for 3DS came with an unexpected surprise.
Club Nintendo points, previously reserved for first party Nintendo-published games, are now being included on select third party titles in North America. Both WWE All-Stars and Sonic Generations (published by THQ and Sega respectively) for Nintendo 3DS include codes that are redeemable for 30 Club Nintendo points.
This has been going on sporadically for some time in Europe, as detailed in this story from March.