From the release:
ICEE has assembled a retail and online program with Ender's Game Battle School Blastberry and Orbital Orange ICEE flavors, with a promotion featured on Ender's Game themed ICEE cups and prominent signage in movie theaters, quick service restaurants and convenience stores nationwide. A sweepstakes overlay gives consumers a chance to win an Astronaut Training Experience supported through retailers and social media. An exclusive Ender's Game online game continues the fun at www.icee.com.To enter, simply visit www.icee.com/endersgame and enter the code from your cup for a chance to attend an astronaut training experience at the Kennedy Space Center!
We've asked when the cups will be available but no word yet -- make sure to let us know if you spot one while out and about!
Update: The ICEEs have started hitting retailers as of this week, but will be fully implemented by October 1st!