As the title is in landscape, it's on a box, not likely a book. The title font is JLR (Jackson derived/associated product:JLR) Based on the size of that box set, maybe a Trivial Pursuit game.
I'm not sure, this was filmed in a real bookshop, probably at the start of 2008, the box possibly states The Lord of the Rings Collector's M******, does it says Medals, which might fit?