Can anyone tell me when this was originally released?

I intentionally brought some Kre-o today just so I could pick one up as a freebie (part of a Kre-o promotion in one of the stores here) and notice the copyright is 2011 so I'm assuming it's old?

The actual calendar part doesn't use year - just day and month which makes it functional regardless of how old it is. And it's Optimus... so I HAD to have it.