The sculpture thing is new, but you've always been able to get t-shirts, beer mugs, etc. with your creature on them through Zazzle. I bought some myself before the game even went live, using the Creature Creator.
Maxis has claimed all along that Spore isn't all about the game per se, but is a three-legged creature aimed at letting the customer mess with only the part that interests him/her. Supposedly sophisticated gamers tend to pooh-pooh that claim and bash Maxis for being a bunch of dumbshits who are simply trying to cover up after the fact for making a lousy game. But the dumbshits are them. The big picture tells a different story. In this case, it IS all about the money, and the money has been pouring in to those guys from product tie-ins from the very beginning.