Woolworths Profits Surge as Disney Ooshies Hit Coles Sales

The Woolworths Group reported an 18 percent increase in annual net profit to $1.1 billion for the 2025/26 financial year, with total sales reaching $71.5 billion. The company's performance was bolstered by a 4.6 percent increase in Australian food sales and a return to profitability for Big W. In the first eight weeks of the 2026/27 financial year, food sales jumped another 7.6 percent, a surge attributed largely to the Disney Ooshies collectibles promotion.

The campaign, which offered rubber Disney, Marvel, and Star Wars figurines for every $30 spent, contributed an estimated 1.5 to 2 percentage points of incremental growth. This retail phenomenon drove repeat visits and social media engagement but caused a corresponding sales slump for rival Coles Supermarkets. While Coles posted its own annual net profit of $1.1 billion, its leadership noted that supermarket sales growth slowed in July.

Coles CEO Leah Weckert described the impact as a temporary moderation lasting nearly four weeks, though she later noted it was difficult to determine if a full recovery to pre-promotion levels had occurred. Meanwhile, Woolworths CEO Amanda Bardwell stated that the company remains committed to low prices and convenience to support customers facing household budget pressures.

The promotion faced criticism from environmental groups like Reverse Garbage, which warned the plastic toys would create future landfill. Woolworths countered that the figures are made from 97 percent recycled thermoplastic rubber. The craze also led some schools and childcare centers to ban the toys due to conflicts among children.