A Wheaties box with Bruce Jenner from 1976 is for sale on eBay with bids as high as $255 following the former athlete and Kardashian stepfather’s announcement in an interview with Diane Sawyer that he is a transgender woman.
A search of completed listings shows just one of the cereal boxes sold since the interview aired, for $177.50.
Jenner's photo appeared on Wheaties cereal boxes following his gold medal in the decathlon in the 1976 Summer Olympics.
After months of rumors, he came out as a transgender woman and told Sawyer that he has struggled with gender identity since childhood.
Jenner should be referred to by both "Bruce" and male pronouns until he says otherwise, according to LGBT advocacy group GLAAD, which offers a tip sheet on its site.
With the new attention focused on Jenner, memorabilia from his Olympic days have appeared on eBay, with an unopened box being sold for $255 and another listed at $165.
Others are taking to social media to sell their Wheaties boxes or ask Wheaties to feature Jenner on a new cereal box.
"For Sale. Limited Edition Bruce Jenner Wheaties box from when he was a man. $500," posted Twitter user @FriscoFlo.
“Wheaties should put Bruce back on the box of cereal at 65 years old with this slogan; “Be Who You Are,” tweeted user @sammyandcompany. “Great message and sales would triple.”