Yeah, I had the same problem, and asked about it on live chat. The person I talked to couldn't get it to work, either, and had to ask somebody else. Apparently, the code isn't supposed to work on the site, but rather Origin and the Bioware site should sync with each other, and the game should appear as "owned" on the Bioware site. This was a couple of days ago, and I'm still waiting for the site to sync up. My guess is that either there are some technical difficulties happening in that area, or Origin and the Bioware site just take a long time so sync up.
My question is: Has anybody recently had thier Bioware site account sync up with Origin and show their free copy of Dragon Age Origins as "owned", and how long did it take? I'd rather like to download the toolkit, and I need to have the game "owned" on the Bioware site to do that.