Particularly Jenner’s 1977 Wheaties box.
“One hot item selling on eBay is the Wheaties cereal box cover that shows Jenner passing the finish line at the 1976 Olympics,” the Wrap reported last month after Jenner’s interview with Diane Sawyer. “Since Friday, nine boxes have sold, and another is about to go for $265. It’s a huge increase in sales from before the interview, when only 12 boxes were purchased between February 14 and April 22.”
Reports of this booming Jenner Wheaties box market, however, might be greatly exaggerated. This one was sold Monday for $34 with free shipping. (Though, for the record, it was from 2012, not 1977, which might make all the difference to a collector — as might whether the box was flattened.)
As decades-old Wheaties boxes reportedly flew off shelves, the alleged craze led some to ask: Would Caitlyn return to Wheaties? The company wasn’t saying.
“Bruce Jenner has been a respected member of Team Wheaties, and Caitlyn Jenner will continue to be,” Mike Siemienas, spokesman for General Mills, told ABC News. “We always appreciate hearing from our consumers, but of course we do not discuss our future marketing plans.”
But whether or not Jenner is on them, cereal box collecting is indeed a thing. After all, many of us eat it every day, making cereal an accidental cultural diary of sorts.
“Although some of my friends think I’m weird, I believe cereal boxes are fun,” cereal box collector Frank Staley told the Chicago Tribune in 2002. “They also are a kind of timeline that tell a story of the last 90 years.”
After the Vanity Fair cover, the appeal of the Jenner boxes was obvious. That face stared out at many a kid munching Wheaties almost 40 years ago. And now that face — and name — is forever changed.
“Would definitely make a great display and conversation piece,” one seller wrote.
For the consideration of those unwilling or unable to spring for a Wheaties box: a Bruce Jenner baseball-style card for $1.49.
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