Good questions -- I still don't know how long, but I bet it varies by product. Some products take longer to make than others I would imagine.
For some reason the numbers 4-6 weeks are in my head from order to retail shelf on average, but I'm not sure where I got that from nor if it's accurate. If so, the deal was done first week in May so expect to see VBDG products lining shelves this week through the next 2 weeks IMO, but maybe it's already begun. CVS doing an ad for Steam Buddy I would think means that they have a lot of inventory on hand whereas before these retail customers were constantly sold out and an ad would have been therefore useless.