Here is an excerpt from the Target website:
Upon initial access to Nintendo DSi Shop, 1,000 Nintendo DSi Points will be credited to your account, which you can then use to download your free Nintendo DSi-exclusive games and applications. Wireless broadband connection and acceptance of user agreement required. Nintendo DSi Shop must be accessed to receive free points. Limited time offer. For full details, please visit DsiOffer.Nintendo.com.
So, there you have it. When you get a DSi in North America, you will get 1,00 free Nintendo Points for the store!