Bruce Jenner Wheaties boxes selling for hundreds on eBay - Sports Illustrated

Bruce Jenner Wheaties boxes selling for hundreds on eBay

Bruce Jenner’s iconic Wheaties box is for sale on eBay, if you’re willing to shell out a couple hundred dollars.
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By Sam Frizell / TIME

Bruce Jenner’s iconic Wheaties box is for sale on eBay, if you’re willing to shell out a couple hundred dollars.

The former Olympic champion’s photo was on the front of the breakfast cereal after his gold medal victory in the decathlon in 1976. Jenner, who will continue to be referred to with male pronouns for now, came out as transgender in a recent interview with ABC, and it appears to have brought renewed interest in his cereal fame.

One unopened box of Bruce Jenner Wheaties is seeing bids as much as $255 with 5 days left, and another unopened box is getting bids up to $125.50.

The more enterprising Wheaties purchasers are even taking to social media to pitch the product for $500.

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This story originally appeared on TIME.com