The 1970 set was available everywhere for around $5 back then. The overstock was available from toy stores and certain dealers. In 1971 collectors faced having to empty cereal boxes at a rapid pace to complete the Kelloggs set. Then in 1972 we initially assumed that the cards would be available only in boxes. Dealers had complete sets by Summer, so the direct set offer must have kicked in then. I remember opening and tossing a lot of bad cereals earlier that year.
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