I don't think they can wait that long. Benny needs a week for proofing. printing, proofing, send back changes, set up and print, pack and shipped to the TRU bagging company. I would think from the company that is bagging them it goes directly into the Toys R Us machine for distribution.
All shipping will be by truck
At least for Distribution through Toys R Us, They would need 2 to 3 weeks to reach the stores from the time of leaving the printer (or bagger). one week from printer to TRU distribution center and another week to reach the stores.
For Diamond, they would need 2 weeks for them to reach the stores. If the printer was going to be permanent they could set up a shipment from printer to store with billing through Diamond. 25 or 50 copies to a bundle is very doable and cost effective.
Anyway, they would need 3 weeks so the latest print date would be March 4th. And this being the first shipment, I would think Benny would want a pad.
As for the billion dollar player, I would be very surprised if that is not 3 or more months down the road. But either way, I would agree the advertisers list should be PR'ed shortly if this is really happening in April.
Note; if TRU was to put this in the weekly or monthly flyer, they would need at lease 2 months for that. They would normally be set up 3 to 5 months in advance I would think
Anyway, that is if they are shooting for April. who knows?