An 'ultra-rare' Woolworths Ooshie has attracted a bid topping AU$100,000,000 on an online auction site, illustrating how collectible mania and open bidding systems can combine to produce eye-popping — and potentially spurious — results.
How the price escalated
Yahoo Lifestyle first tracked the listing when a group of 93 bidders had pushed the price to about AU$16,111. In the hours that followed, bids climbed dramatically until the asking price surpassed the seven-figure mark and registered at more than AU$100 million.
The item in question is the flocked Bullseye Ooshie, one of a limited run produced for a Woolworths promotion in Australia. According to the listing details cited by Yahoo Lifestyle, there are only 125 of this particular Ooshie in circulation.
"We don't restrict bids on auction items," an eBay spokesperson said. "If a bidder wants to receive an item, however, they will need to pay the amount that they have bid for it."
eBay response and platform safeguards
eBay told Yahoo Lifestyle that it does not cap bids on auctions, and reiterated existing rules intended to deter dishonest activity such as shill bidding. The company warned that accounts repeatedly making bids that are not paid for may face action.
eBay also outlined a mechanism for sellers if the winning bidder refuses to complete payment: the seller may offer the item to another interested buyer among the so-called underbidders. In this case, the report referenced 183 underbidders on the listing.
Why collectors should be cautious
The spectacular headline figure will attract attention, but specialists and consumer commentators often caution that outrageously high online bids can be non‑serious, automated or part of attempts to manipulate attention. Even where bids are genuine, the practical likelihood of a buyer paying such a sum is low.
For ordinary collectors, there are more sober benchmarks for value. The Yahoo Lifestyle piece noted other Ooshies and related toys listed online at far more conventional prices — for example, a Platinum Buzz Lightyear listed at around AU$1,050.70.
- Item: Flocked Bullseye Ooshie
- Reported circulation: 125 pieces
- Earlier reported high bid: AU$16,111 (with 93 bidders)
- Later reported bid: over AU$100,000,000
- Underbidders noted: 183
| Metric | Figure |
|---|---|
| Pieces in circulation | 125 |
| High bid at 93 bidders | AU$16,111 |
| Reported top bid | AU$100,000,000+ |
Market implications
The episode highlights several trends in contemporary consumer culture: supermarket tie‑ins and short‑run promos can spawn active secondary markets; online auction platforms provide global reach and rapid price discovery; and viral listings can create headlines that far exceed intrinsic market value.
For vendors, such attention can be tempting, but it also brings responsibility. Sellers must ensure accurate descriptions and be prepared for the consequences if a high bid is binding. For buyers, the message is to exercise caution — verify provenance, consider whether an offer is realistic, and be mindful of platform protections and penalties for non‑payment.
While the AU$100 million figure will make headlines, the more likely outcome is that either the winning bidder will not pay or eBay's systems and commercial realities will result in the sale being resolved at a far lower amount — or re‑offered to another interested collector.
For those following the Ooshie craze, this episode is a reminder that collecting can be both thrilling and unpredictable. If you are tempted to join the hunt for a rare piece, set a sensible budget and use reputable channels for purchase and valuation.
