It's the bidding of champions! Bruce Jenner's iconic Wheaties boxes are going up in value following his two-hour special interview with Diane Sawyer, which aired last Friday, April 24.
The orange cereal boxes, which famously captured Jenner's 1976 Olympic gold decathlon medal moment, have been selling on eBay for several hundreds of dollars. General Mills first released its "Breakfast of Champions" special edition box in 1977 after his world-famous win in Montreal that previous year.
The box, which features Jenner in his athletic wear during the Olympics, shows the superstar athlete mid-stride during his route to victory. Currently, the highest bid for the collector's item stands at $265 after 25 bids — and the auction will continue through Saturday, May 2.
Other items to surface on the bidding site following Jenner's announcement ("I am a woman") last week include fridge magnets of his Playgirl cover, vintage Sports Illustrated copies from Jenner's victory, and trading cards of the Keeping Up With the Kardashians patriarch during his Olympic prime.
Jenner's mother Esther said that she was "more proud" of her son now than when he won his decathlon gold medal decades ago during a February interview. "I never thought I could be more proud of Bruce when he reached his goal in 1976, but I'm more proud of him now," Kendall, Kylie, Brody, Brandon, Burt, and Casey's grandmother told the AP. "It takes a lot of courage to do what he's doing."
Esther also spoke publicly in support of her 65-year-old son during Sawyer's 20/20 special on Friday in a video message. "I want you to be happy and I love you. I was very proud of you when you stood on that podium in Montreal," Esther told her son. "I never thought I could be more proud of you but I'm learning I can be."
E! confirmed to Us Weekly on Friday, that the network will document the father of six and stepfather of four's transition from male to female. In the meantime, Jenner's rep confirmed to Us Weekly that he is threatening to sue CNN and the New York Daily News after "illegally obtained" photos of him — wearing a dress — were printed and broadcasted last week.
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