What a doll! Sonny Angels Take Collecting Market by Storm

What is a Sonny Angel, anyway? The three-inch plastic doll is a little cherub with a round face and body, stubby wings on his back, side-glancing eyes, rosy cheeks, a mischievous little smile, and, most importantly, playful headgear that might look like an animal, plant, or everyday object. Basically, they look like Kewpie dolls in funny hats. They also happen to be the hottest dolls on the market, turning young adults—especially females—into collectors.

Sonny Angel Marine series 2019

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Toru Soeya, who founded the toy company Dreams in Tokyo, Japan, in 1996, created the first Sonny Angel doll, a 7-inch figure, in 2004. (The official website says the doll was “Born on May 15th, 2004”). The doll’s name came from his own nickname, Sonny. Miniature versions with animal headgear soon followed. The dolls were not children’s toys but marketed to women in their mid-20s. Soeya intended to create something to alleviate stress for young working women. Since Japan was experiencing a recession at the time, there was high demand for such a thing. With the tagline “He may bring you happiness” and the promise of “healing a tired heart,” the dolls turned out to be the perfect way to add a little cheer to everyday life.

Now, Sonny Angels are sold in 33 countries, and in the last few years, they have seen a spike in popularity in the U.S. A New York Times story in April 2023 arguably marks their entrance into the mainstream. Store owners report that they sell out within days. The dolls’ popularity draws comparisons to previous fad toys like McDonald’s Happy Meal toys, Cabbage Patch Kids, and the royalty of all fad toys, Beanie Babies.

At about $10 per doll, they are an affordable treat. They are “blind box” toys, meaning you can’t see the toy through the packaging. You can choose which series the doll comes from, but not which doll you get. For example, you can buy a Sonny Angel from the Fruits series, but you won’t know if it’s, say, the common Dragonfruit or the coveted Strawberry until you open the box. Some designs, called “Secret,” are made in limited quantities, making them extra desirable. The rarest of all is Robby, Sonny Angel’s animal friend, who looks like a cartoonish cross between a mouse and a dog. Like many collecting fads, there is a thriving resale market on eBay, where common figures can sell for under $10 and rare ones for hundreds of dollars.

If you don’t understand their appeal, you’re not alone. Much has been made of why these dolls are so appealing, even addictive. Is it the psychology behind our response to “cute” things? Childhood nostalgia? One undeniable factor is the thrill of collecting, whether it’s the challenge of finding the item you want or the delight of adding to your collection. And, as with many collections, there is a social aspect to the hobby. It’s not just social media, although you can find plenty of Instagram photos displaying Sonny Angel collections and TikTok videos of opening boxes to unpack a new doll. Collectors hold events to meet in person, trade dolls, and make like-minded friends. No matter what you collect, you can understand that.

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Tags: Collectible