All editions of Super Mario Maker come with a collectable book that features:
-Ideas from the Nintendo development team to inspire your creations.
-Access to course creation videos from the development team. Enter the codes in the e-manual on your Wii U system.
-Concept art and level designs from the original Super Mario Bros.
The book comes with all physical copies of the game. For digital purchases, check your Nintendo eShop receipt for instructions on how to request a copy. You can also download a free digital version of the book here. {PDF}
Source: http://supermariomaker.nintendo.com/buy/