Part of EB's 1/2 price promotion. On release this was marketed in the US as Gamestop Exclusive and currently is listed for USD 39.99
Product Description
Get the ultimate Spider-Man experience with the limited-edition EB exclusive Marvel’s Spider-Man Collector Box. The Collector’s Box is packed with 7 EXCLUSIVE items including home goods, wearables and accessories!
The Collector’s Box includes:
Flap-styled Backpack
Insulated Travel Mug
Watchman Beanie
Spiral Notebook
Collectible Enamel Pin
*2 Mystery Items
Disclaimer: The mystery items appear to be a blanket and a coin box as per youtube videos on Gamestop unboxing - could be different in the AU release
Unboxing Video
https://www.youtube.com/watch?v=4x_KqA94vqk
Not bad