With short stubby limbs, wide eyes, and standing just three inches tall, the adorable Sonny Angel figurine has made its way to hearts, shelves, and phone cases all over the world. The recent spike in popularity begs the question, what are these little creatures, and what makes them so appealing?
Sonny Angels are collectible figurines resembling baby angel boys that wear various headwear and clothing. These decorative figures come in a range of themes, their hats and outfits disguising them in a variety of fruits, vegetables, plants/flowers, animals, and even desserts. The standard Sonny Angel comes standing upright and can be placed anywhere from your desk, nightstand, and other flat surfaces.
Hippers, another variety of Sonny Angels, unlock a whole new usage of the figures. These Hippers come with an adhesive strip that allows collectors to stick their pals onto the edges of their phones, iPads, laptops, rear-view mirrors, etc. Hippers act as portable buddies, cutely overlooking the edges you stick them to, watching over you like a guardian angel.
The creator behind these sensational figurines is a Japanese toy manufacturer, Toru Soeya. The name of the figures originates from Soeya’s nickname “Sonny,” and “Angel” refers to the delicate wings sprouting from the figures’ backs. In 1996, Soeya founded his very own toy manufacturing company, Dreams. Aside from the Sonny Angels, his other popular inventions include glow-in-the-dark rubber ducks, Cable Bites —cute animals that attach to chargers and appear to be biting your phone —and Smiskis —glow-in-the-dark fluorescent ghost-like creatures, similarly used like Sonny Angels.
Soeya launched the Sonny Angels in May 2004, around the same time Japan was facing a mild recession. During these hard times, he intended for his figures to bring comfort and healing to the hearts of working Japanese women. The design, inspired by the baby on the Kewpie Mayo packaging, was intended to evoke a sense of happiness that comes from seeing a cute baby without the stress of caring for and providing for one.
At a glance, the Sonny Angels may appear to be silly children’s toys. However, its versatility as a companion, reminder of happiness, or simply a cute decoration, has attracted customers of all ages. Although Soeya’s original target demographic was 25-year-old women, the primary consumers range from 20 to 40 years old, where 90% of these buyers are women. Now, the audience has further extended itself to teens as they have taken to post their collectibles on the internet.
The lure of the Sonny Angel goes beyond just a cute face. Sold at $11 each, the figures are individually packaged and concealed. Although customers can choose the theme/series —Fruits, Marine, Vegetables, Floral— its exact headwear and features remain a mystery until unwrapped. This concept of a blind-box collector’s item adds to the excitement of each purchase.
The addictive dopamine rush that comes with each unboxing has recently triggered a frenzy of “Sonny Angel Unboxing” videos on social media platforms such as Instagram and TikTok. These unboxing videos typically start with people telling their audience which angel they are hoping for in the series, followed by the grand reveal. The anticipation, excitement, satisfaction, and even disappointment from the reveal have led to the virality of the figurine. This unintended form of advertisement has caused a recent surge in Sonny Angel purchases, especially among the younger generation.
Adding to the mystery element, there is a one-in-a-hundred-forty-four chance that you will discover a “Robby” figurine. Robby has large doe-eyes and long ears and was created as a companion for the Sonny Angels. Although collectors speculate whether he resembles a mouse or a rabbit, he is generally referred to as a chameleon as his image completely transforms for each series. A lucky buyer will know they found Robby when they open the box to see two packages, as Robby comes with his own decorative stand. This added sense of hope to be the one who has the pleasure of finding Robby has further ignited the Sonny Angel frenzy.
The charm of the Sonny Angels stems from their loveable design, emotional appeal, and the thrill of surprise, making these whimsical companions resonate with a wide audience. Whether you display them on a shelf or carry them as a portable friend, Sonny Angels are a gentle reminder to find joy in the simple things in life. As the Sonny Angel slogan suggests, “he may bring you happiness” during stressful times, encouraging you to take a moment to pause and appreciate the beauty of simplicity.
