This figure was among the few event limited items released at Tamashii Festival 2010 held in early August.
Unlike most other Tamashii Web Shop limited items, this Robot Damashii [Side EVA] figure will be released via lucky draw style. Only a limited number of pre-orders will be accepted.
More images can be seen in this previous posting.
Pre-order has started since yesterday (September 10th). October release, 3,000 Yen (inclusive of tax).
Images are from Tamashii Web Shop.