The BioWare Store has a listing for a four pack of Mass Effect characters, "complete with updated Mass Effect 3 branded packaging" (thanks Eurogamer via NeoGAF). The twist is the $75.00 set also includes in-game content. Here's word:

These products contain codes that can be redeemed for a downloadable content pack for Mass Effect 3 multi-player. They are slightly randomized during the registration and could include powerful new weapons and new characters. The pack could also include character boosters, weapon modifications, and weapon upgrades to make your multi-player squad stronger. (Only supported on XBox360 and PC.)