In Japan many releases of Blu-rays come with a 'First Printing' bonus to incentivize early purchasing or pre-ordering. The bonus usually is different per retailer. For example if you go to this site: https://www.evangelion.jp/30th_annivers ... ction.html and scroll to the bottom you can see all the various 'First Printing' bonuses for each retailer.
When I bought the 2015 blu-ray set from Amazon, it came with a little Seele Danbo figurine which I absolutely adore.
But on Amazon you can buy the set *without* the first printing bonus and it's about $133 cheaper when import charges are considered.
The official Eva Store seems to be offering the coolest First Printing bonus with these logo pins:

