Yes, Valentine's Day cards... but this isn't the first time for Transformers.

Found in America as a box of 16, designed for young (American) kids to give out at school before they know what Valentine's Day cards really mean (someone you have have a serious crush on, or someone you are already in a serious relationship with - young kids at school do this as more as a friendship thing or as a creative class project (like on the Simpsons) because American marketing has created serious "holidays" out of things like Valentines Day and Halloween ).

It's just a bit weird using the more mature series of Transformers as the theme instead of the more kiddie series (Rescue Bots) which would be closer and more relevant to the age-group these are aimed at.