If this is for getting stars from the Nintendo VIP thing then you need that card, and you should have got one as long as the Wii is PAL.
If you need the serial No of the Wii [i assume you might need it to transfer stars into Wii points... although it will probably use the Wii number instead (in address book)] then it's on the bottom of the Wii.
If it is definately refering to the card you should have got, and you didn't get one in the box with the Wii, then call Nintendo about it, they will probably ask for the serial No [to confirm you haven't used its card already], and might be able to add stars to your VIP account without the card.








