At this time of year, and because of the origin of the character, I would have guessed it being a BotCon toy. But with the theme being Gen2, then maybe not. It would be an odd character to release to general retail, as it isn't a 'classic' or even well-known character.
Then again, Generations appears to include quite a few non-mainstream characters, so maybe that's the theme of this new sub-line.