Woolworths beats Coles to the punch with huge new collectibles launch

Woolworths has beaten Coles to the punch with a new collectibles launch, fresh off the back of the success of the Disney Ooshies range that caused a short-term slump in its competitor’s sales.

Woolies is continuing its partnership with Fissler cookware to launch the new promotion, which kicks off on September 9.

Meanwhile, Coles appears to have shifted away from kids’ toy and mini collectibles. The supermarket giant hasn’t run one this year; its last such promotion was Harry Potter Magical Discs in early 2025.

Coles did stock a limited range of Blueys Best Buys merchandise from July to August this year, offering Bluey-themed homewares, toys, and a family trip competition to Bluey’s World, but it was not based on customer redemptions based on $30 spends.

Consumer psychologist Gavin Northey from Griffith University speculates that Coles may have opted out of running a costly kid’s collectibles range due a lack of long-term benefits to the business.

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“The recent Ooshies craze was certainly beneficial for Woolworths in the short term, but it is possible Coles see the ‘temporary loyalty’ that comes from such promotions as not just expensive, but also not really generating true, ongoing brand loyalty,” he told nine.com.au.

“If we look at it from that perspective, it seems like Coles is shifting to promotions that excite the adult customers, rather than the children of their customers because, after all, it’s the adult customers that action and pay for the weekly shop.

Coles did run a KitchenAid Cookware promotion from February to May 2026, and a Curtis Stone Glass Containers promotion from May to August, clearly prioritising adult-focused loyalty promotions.

It is expected Coles will run another collectibles promotion between now and December.

Woolworths’ latest move

Woolworths continues to roll out both kids and adult collectibles promotions. They kicked off 2026 with the Bricks Home Edition from January to March, followed by Disney Ooshies from July to August, and now Fissler cookware once again.

For this promotion, customers need to spend $20 to earn one Container Credit, in-store or online. The range features eight pieces of stainless steel and glass containers. However, it is only available to Everyday Rewards members, with customers required to scan their cards in-store or online.

“We know our customers are looking for real value in every shop, especially through rewards that serve a genuine purpose in the kitchen,” Robert Glenn, Head of Collectibles and Continuity at Woolworths, said.

"We can’t wait for everyone to start collecting. Since we expect these containers to be a hit, we encourage shoppers to redeem early in-store to secure their favourite pieces."

The promotion is also targeting further uptake of its Everyday Rewards program. Customers who join Everyday Rewards between September 2-29 will receive five bonus Container Credits. Members who download the Everyday Rewards app between September 2 and December 1 will also receive five bonus Container Credits.

Woolworths outperformed Coles overall in the two supermarket giants’ FY26 financial results, taking the lead in total revenue and top-line net profit.

Despite losing the overall top-line race, Coles outperformed Woolworths in a few critical areas, dominated the digital space with surging e-commerce sales.

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Woolworths confirms major sales boost following Disney Ooshies craze

Collectibles played a massive role in widening the gap between the two rivals. The Disney Ooshies promotion proved a major sales driver for Woolies, supercharging its food retail growth.

Turning temporary promotions into long-term gains

While Woolworths reported a clear sales spike from its Ooshies promotion and both supermarket giants have gained traction with their adult ranges, it isn’t clear these gains result in long-term loyalty.

“If we’re just considering basic market fundamentals, collectible promotions are really all about driving sales, particularly given most promotions we see at Coles or Woolworths are linked directly to the amount you spend,” Northey explains.

“Certainly, while the promotion is running, parents will often shift their shopping habits if it means satisfying their child’s demands for certain collectibles.

“But does that generate ongoing, long-term loyalty? The available research suggests that ‘loyalty’ is only temporary.”

These promotions require a certain level of spend to access them, which may not continue after the campaigns end. If, however, these promotions are linked to loyalty program memberships, such as Woolworths’ latest move, then long-term benefits may be seen, Northey explains.

“Again, these promotions are much more effective at generating immediate sales than they are at developing long term brand loyalty,” he continues.

“That said, if the promotion was also tied to the brand’s reward program, it would mean customers would need to be signed up to whatever program (ie Woolworths Everyday Rewards program in the case of the Ooshies) to receive the prize.

“That’s a different (additional) outcome for the brand that could be a way to develop longer-term loyalty.”