This is a shame, and disappointing.

A shame for Woolies taking the risk of promoting healthier foods to kids and is now going to hurt them (and put off any other big business from taking a Healthy initiative).
A disappointment for Jamie Oliver's company/licensing not checking the safety of these toys before approving them, or approving the attachment of his image/Brand to them.

It seems that one of the eight figures has wire in it that could cause injury (particularly if these are aimed at little kids), while some are able to lose their stuffing, which could also be a choking hazard.

If you have these, or know someone who does, return them to Woolies.