Questions Swirl Over Claimed A$100M Woolworths Ooshie Sale
Synopsis
A rare Disney Bullseye Flocked collectible appeared to sell for more than A$100 million on eBay, with collectors questioning whether the record-breaking bid was genuine.
After a rare Bullseye figurine from the retailer's 2026 Disney Ooshies promotion was seemingly sold for a record price on eBay, a claimed Woolworths Ooshie sale worth A$100 million has captured everyone's attention.
If the figure is accurate, it would surpass any other supermarket promotional collectibles sold before in the resale market, but collectors have been skeptical about whether the auction was a real sale.
The product in question is the flocked Bullseye Ooshie, which is one of 125 made in the whole country. Since the Disney Ooshies campaign started, there have been a few instances of this same figurine being sold on resale sites, with prices and bids being anywhere from AUD$1,000 to AUD$20,000. That reported bid of A$100 million was quite an outlier.
Rare Collectible Draws National Attention
Auctioneers noticed some strange bidding behavior and came up with discussions in online communities about it. eBay says shill bidding, or bidding to artificially inflate a product's price, is against the marketplace rules.
The company also cautions that if consumers continue to make unsuccessful purchases, they could also be barred from their accounts. There was no evidence that the reported offer of A$100m has actually been finalized at the time of reporting.
The Bullseye figurine is part of Woolworths' new Disney Ooshies campaign which includes 40 characters from Disney, Pixar, Marvel and Star Wars. While stocks last, customers are given an item for every A$30 they spend at participating BIG W and MILKRUN stores and select Woolworths supermarkets.
The retailer has also organised Swap Day events throughout Australia, where customers can swap collectibles that are the same.
Secondary Market Reflects Collector Demand
The collectibles market in the secondary sale of supermarket items in Australia has been consistently active and has been generating sales of rare items at prices much greater than promotional offers.
Previous campaigns have attracted few top dollar sales of scarce items, but those that have been verified have fallen well short of the reported A$100 million.
According to its latest annual results, Woolworths Group sold A$69.1 billion - up 1.7% from the prior year - across Australia and New Zealand. The company still employs a variety of loyalty and collectible marketing campaigns on top of its regular retail marketing, and Disney Ooshies is one of its biggest campaigns.
Source: Nine.com
Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
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