Gulf Oil stations gave these away as a promotional item. As Apollo 11 approached the Moon, many kids and their parents were attempting to assemble the darn things. I wasn't easy - there were a lot of parts to punch out, folded and tabs to be inserted into slots. I think it took me hours to assemble. But when it was done, it was beautiful.
I can't remember what happened to it, but a few years ago I picked up an original on ebay. I decided to keep it in it's unassembled form, but the 40th anniversary of Apollo 11 inspired me to search out a replica.
Via Google's Lunar X Prize, you can download a printable Lunar Lander model!