Bruce Jenner’s Wheaties Boxes Flying Off the Shelves

In the days after the airing of Bruce Jenner’s interview with Diane Sawyer on 20/20 where he revealed that he is transgender, many people are trying to capitalize on Jenner’s popularity by putting up Jenner’s Wheaties boxes up for sale on Ebay.

Jenner appeared on a special edition Wheaties cereal box back in 1977 with a picture of him from the 1976 Olympics when he won the gold medal in the decathlon. There are currently two unopened boxes with bids over $100.

One person is also selling his box on social media for $500:

“Bruce Jenner continues to be a respected member of Team Wheaties,” a spokesman for General Mills recently told the Wrap.