If anyone is old enough to remember Infocom games, they came with "feelies," just random fun stuff related to the game they decided to include. It occasionally was needed to solve a game puzzle, but usually not.
I can still smell that box. They had a certain smell back then.
When people talk about games having heart, this is it. Little unnecessary goodies just because you're excited that people are buying your game and you want them to be into it.