Woolworths’ Ooshies craze causes Coles sales slump with parents shopping at rival supermarket to collect toys

In Australia, Disney's Ooshies promotion provided a significant boost to Woolworths' sales compared to rival Coles, according to recent figures. Woolworths reported a 7.6% increase in Australian food sales during the first eight weeks of the 2027 financial year, with the Ooshies promotion accounting for 1.5 to 2 percentage points of that growth. This marked a substantial improvement from the 4.6% sales growth seen in the 2026 financial year.

Coles, on the other hand, experienced slower growth, with a 3.8% rise in supermarket sales but a slowdown in July due to the competing Ooshies craze. Woolworths supermarkets reportedly had a strong start to the financial year, with solid underlying growth compounded by the Ooshies benefit, according to analysts at Jefferies.

The promotional gimmick, which involved small collectible figurines given to shoppers for qualifying grocery purchases featuring characters from Disney and Marvel franchises, demonstrated the financial stakes involved in competing for customers during a period of rising cost-of-living pressures and discount scandals. Both supermarket giants have been under regulatory and public scrutiny over pricing practices and market power, making customer loyalty a key battleground.

Ooshies, which were given out in mystery packaging with each A$30 (US$22) spent, encouraged repeat purchases as families and collectors aimed to complete sets, trade duplicates, and hunt for rare characters. The limited-edition promotion quickly became a retail phenomenon beyond supermarkets and into social media, with collectors sharing unboxing videos and showcasing their collections.

While the craze likely contributed to the sales divergence between Woolworths and Coles, analysts cautioned against overreacting to the six weeks of heightened trading.