A sealed box of Jell-O, originally bought in 1962 for less than a nickel, sold for a record $43,200 on Sunday night at Robert Edward Auctions.
What made it a hit with collectors? The carton has Mickey Mantle on the back.
With the cards on the outside of the package, kids spent time sorting through boxes before buying them -- with a remarkable 200 player options -- to find their favorite.
Mantle was, of course, the star. In 1961, he hit 54 home runs, and the Bronx Bombers won the World Series.
While Mantle is the most graded hand-cut card in PSA's database (7.1% of what the company has graded from the set), there are no flattened boxes of Mantle graded by PSA. A complete sealed box with original contents has only been graded twice — one got a PSA 1 the other got a PSA 4. This one is in better condition.
The Mantle sale Sunday night beat the record for a sealed box and a flattened box -- $16,800 for a Brooks Robinson (sealed) and $11,700 for a Roberto Clemente (flattened).
Editor's Note: An earlier version of this story identified the Jell-O box as being from 1963.
Darren Rovell is the founder of cllct.com and one of the country's leading reporters on the collectibles market. He previously worked for ESPN, CNBC and The Action Network.