From the announcement:
Sadly, All the King's Men won't be attending Historicon this year. To make up for it, we're offering a special deal to customers who say "Historicon" with their orders.
Order $100+USD in products and get a free "cigar" dice box. (Dice not included.) Remember, your order or an email connected to it must state "Historicon" to get this offer.
Check out our products, and see full details on our "cigar" dice boxes on our website.
The deal is available from now till the end of the show, midnight July 21st, 2013.
The $100 minimum is before shipping costs.