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EDIT:  Also includes free Ninjago figure and Double VIP Points as well!

Just received an email on this.  It looks like you can get this guy for free with purchase in the US as an Easter Celebration from March 12th to March 13th.  See here for shop.lego.com.  It looks like it can be any purchase from what I am reading.

Here is an image of the guy in the cart.  It looks like you will laso get a free Ninjago figure as well.

Here is the image from the lego site.

Here is the fine print.

“**LEGO^® Easter Minifigure (item 5004468) offer is valid only at shop.LEGO.com from March 12 through 11:59pm EST, March 13, 2016 or while supplies last. Qualifying purchase must be for merchandise only; not valid on purchases of gift cards. Offers exclude backorder items, and cannot be applied to previous purchases or combined with any other discount, offer or free gift. One free set per household. Set is valued at approximately a $4.99 (US) / $6.99 (CA) retail value and cannot be exchanged or substituted for any other item or cash value. Set is available exclusively through this offer; additional sets cannot be purchased. Offers not valid at LEGOLAND^® Parks or LEGOLAND Discovery Centers. The LEGO Group reserves the right to cancel or modify these promotions at any time without advance notice.”