Funny, but despite what the "ThisIsNotAMattelSite" guy says, when I contacted Fisher Price customer service on Facebook they told me that I need to come here. And judging from their non-answers to any questions on Best Buy, Facebook, Twitter, and their own site, I'd question whether "they know what they're doing".
My guess is that they as a company the demand for this thing completely took them by surprise. They know how to forecast Little People and Baby Blocks but not demand on the order of magnitude of an iPhone release. They probably planned for a tiny production run but didn't realize it would sell out before they even got their first social media post about it up.