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Sonny Angel

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Sonny Angel
A display case of Sonny Angel figurines featuring the Donna Wilson collaboration, Carnival, and Animal Series.
TypeToy figurines
Inventor(s)Toru Soeya
CompanyDreams Inc.
CountryJapan
AvailabilityMay 15, 2004–Present
Slogan"He may bring you happiness."
Official website

Sonny Angel is a line of cherub figurines created by Japanese toy manufacturer Toru Soeya, the CEO of the Japanese company, Dreams Inc. The name is derived from Soeya's nickname, 'Sonny.' Sonny Angels are sold in blind boxes, with figures featuring different headgear and occasionally different outfits in various collections. The slogan of Sonny Angel is, "He may bring you happiness."

Sonny Angels are often purchased as collectibles. Some Sonny Angels are resold for far more than their original retail value and are often exchanged or resold at trading events and online resale platforms.

Origins

Sonny Angel was launched on May 15, 2004. The figurine started as an 18-centimeter (7-inch) doll and was inspired by the character Kewpie. Sonny was later transformed into a 7-centimeter (3-inch) minifigure and is now sold in over 33 countries.[1]

The Sonny Angel figurines are sold as blind boxes, a category of collectible product that makes the contents of the package a mystery until it is opened.[1] The blind box industry originated in the early 20th century in Japanese department stores with collectible cards. With a concurrent rise in the popularity of fashion toys, the industry attracted further investment and gained attention from both merchants and investors. Early versions of the blind box concept were seen in Gashapon toys, where small blind-box capsule toys were dispensed through vending machines.[2]

Media

Sonny Angel figurines grew in popularity in TikTok where the hashtag "#sonnyangel" gathered over 95 million views as of April 2023.[3] In these short TikTok videos, people would create videos that showed unboxings, fan art, purchase hauls, and meetups with other Sony Angel fans. The viral nature of the figurine, in addition to the publicized scarcity of certain variants has increased consumer demand.[4]

The New York Times covered a Sonny Angel figurines event on April 6, 2023, where 150 people met in Washington Square Park to buy, sell, and trade the dolls with other enthusiasts.[3]

Sonny Angels was featured on a Saturday Night Live skit on May 4, 2024, where Marcello Hernández, Dua Lipa and Bowen Yang performed a skit about the craze surrounding the figurines.[4] In the skit, Yang played a Sonny Angel fighting Hernández's character to win the romantic attention of Lipa, a Sonny Angel collector.

Collaborations

Donna Wilson

In June 2022, Sonny Angel partnered with London-based textile artist Donna Wilson to create the "Creature Series." This collaboration introduced 12 mini figurines and one secret figurine which were each wrapped in cottage-shaped blind boxes.[5]

KEMElife

In July 2022, Sonny Angel collaborated with KEMElife, an art toy brand, to develop the "Everything Have Souls" series, featuring a rabbit and a tiger, which symbolizes innocence and bravery, respectively, in Chinese folklore.[6]

Casetify

In July 2024, Sonny Angel collaborated with Casetify, an accessories brand, to offer phone cases and accessories, inspired by the Sonny Angel Harvest Series, with fruit and vegetable motifs.[7] The collection was released on July 19, 2024, and included items such as the Sonny Angel x CASETiFY Heart Metal Phone Strap and a limited-edition blind box containing a Harvest Heart Series Case and matching Sonny Angel Hipper.[8]

Sales

Sonny Angel figurine from the "Birthday Series," wearing a bear costume, party hat, and holding a pink heart-shaped balloon.

Sonny Angel figurines are typically priced between $10 to $12 depending on the series and retailer.[4] Limited-edition releases have created a resale market where certain figurines can command prices significantly above retail, driven by collector demand and scarcity.[9] On online platforms such as eBay and Depop, rare figurines are often resold at higher prices, with some reaching up to ten times the original cost. For example, "secret" figurines can got up to $250 on eBay.[10]

Trading among collectors through events that are organized by Sonny Angel consumers is common.[3] Collectors often seek specific figures to finish a series or acquire rare editions.[10] Some Sonny Angel enthusiasts are sellers and can sell anywhere between 500 to 1,000 Sonny Angels per week.[10]

Cultural Impact

Generation Z

Most fans of Sonny Angels are members of Generation Z. The collectible figurines have been heavily featured on social media platforms including TikTok- resulting in a massive supply shortage amongst the brands’ 441 authorized retailers.[9]

Some attribute mental health benefits to the figurines, as some claim that the dolls provide comfort and nostalgia for one’s childhood.[11] Some also claim that the dolls provide emotionally isolated college students with a sense of personal connection and companionship.[3][12]

The affordability of the figures may be part of the appeal to Gen Z fans, enabling consumers to build sizable collections.[3]

Mini Figure (Regular Series)

Sonny Angel has a continuous collection known as the Regular Series. Each series contains twelve listed Sonny Angels, depicted on the box, along with a "Secret Sonny" and "Secret Robby" figurine variation that is higher in rarity. The series was updated in 2018 with minor changes to the Sonny Angel figurine shape and packaging. [13]

Limited Series are low-production collections initiated by seasonal drops for holidays or specialized themes, including Valentine's Day, Halloween, and Christmas. [14]

Sonny Angel (Regular Series)
Series Name Listed Figurines Secret Sonny Secret Robby (Color)
Animal Series 1[15]
  • Rabbit, Elephant, Panda, Sloth, Tiger, White Bear, Cockerel, Dalmatian, Frog, Koala, Monkey, Owl
  • Chipmunk
  • Green
Animal Series 2[16]
  • Mouse, Lesser Panda, Hedgehog, Fawn, Duck, Cow, Chameleon, Uribou, Skunk, Sheep, Reindeer, Pig
  • Kappa
  • Pink
Animal Series 3[17]
  • Parrot, Rhinoceros, Snake, Toy Poodle, Zebra, American Shorthair, Chihuahua, Crocodile, French Bulldog, Giraffe, Lop Ear Rabbit, Macaw
  • Unicorn
  • Orange
Animal Series 4[18]
  • Hippopotamus, Horse, Lion, Peacock, Shiba Inu, Alpaca, Anteater, Buffalo, Calico Cat, Cheetah, Goat, Gorilla
  • Dragon
  • Light Blue
Flower Series[19]
  • Rose, Cherry Blossom, Poppy, Sunflower, Cactus, Morning Glory, Lily Bell, Hydrangea, Pansy, Carnation, Acorn, Tulip
  • Bee
  • Purple
Fruit Series[20]
  • Raspberry, Peach, Orange, Pear, Strawberry, Grape, Watermelon, Melon, Durian, Dragonfruit, Pineapple, Apple
  • Seed Leaf
  • Yellow
Marine Series[21]
  • Shark, Jellyfish, Dolphin, Seal, Seahorse, Whale, Clownfish, Shell, Penguin, Manta, Blowfish, Starfish
  • Turtle
  • Dark Blue
Sweets Series[22]
  • Cream Puff, Cupcake, Fruit Tart, Ice Cream, Jellybeans, Konpeito, Pancake, Popcorn, Pudding, Candy, Cookie, Strawberry Shortcake
  • Cook
  • Pink
Vegetable Series[23]
  • Carrot, Tomato, Garlic, Zucchini, Onion, Radish, Green Pepper, Eggplant, Bok Choy, Corn, Cauliflower, Cabbage
  • Mushroom
  • Turquoise
Birthday Series[24]
  • Chocolate Cake, Strawberry Shortcake, Raspberry Cake, Lemon Cake, Mint Cake, Blueberry Cake
  • N/A
  • N/A

Mini Figure (Hippers Series)

"Hippers" are a smaller-scale variation of the Regular Series figurines, attached with adhesive tape to stick to the back of electronic devices and flat surfaces. Each series includes twelve Hippers, with the first variations being produced in 2021. [25]

Sonny Angel (Hippers Series)
Series Name Listed Figurines
Hippers (2021)[26]
  • Rabbit, Elephant, Panda, Lion, Pig, Sheep, Koala, Fawn, Lop Ear Rabbit, Duck, Mouse, Giraffe.
Hippers Harvest Series (2022)[27]
  • Apple, Carrot, Pineapple, Strawberry, Pear, Cherry, Grape, Mushroom, Tomato, Melon, Radish, Eggplant.
Hippers Dreaming Series (2022)[28]
  • Rabbit, Elephant, Panda, Lion, Pig, Sheep, Koara, Fawn, Lopear Rabbit, Duck, Mouse, Giraffe.
  • They are updated variations of the 2021 Hippers, with pastel colors and closed eyes as new additions to the figurines.
Hippers Looking Back Series (2024)[29]
  • Monkey, Rabbit, Fawn, Duck, Crocodile, Mouse, Sloth, Hamster, Cat, Koala, Elephant, French Bulldog.

References

  1. ^ a b "Sonny Angel". www.sonnyangel.com. Archived from the original on 2024-05-25. Retrieved 2023-05-11.
  2. ^ Yang, Yuqing (November 2023). "Analysis on the Marketing Strategy of Blind Box". ResearchGate.
  3. ^ a b c d e O'Neill, Shane (April 6, 2023). "Why Do People Love This Tiny Doll?". The New York Times.
  4. ^ a b c Glass, Mia (2024-07-29). "How Sonny Angels and Smiskis Took Over TikTok". BNN Bloomberg. Retrieved 2024-11-06.
  5. ^ "Sonny Angel". www.sonnyangel.com. Retrieved 2024-11-12.
  6. ^ "New Release：『Sonny Angel Artist Collection × KEMElife -Everything Have Souls-』!!". www.sonnyangel.com. 2022-07-20. Retrieved 2024-11-12.
  7. ^ Kwak, Kristine (2024-07-10). "Casetify Taps Cult-Favorite Sonny Angel for Latest Partnership". Rolling Stone. Retrieved 2024-11-12.
  8. ^ Delgado, Sara (2024-07-09). "Casetify's Sonny Angel Collab Is the Cutest Farmer Market's Dreamscape". Teen Vogue. Retrieved 2024-11-12.
  9. ^ a b Rogelberg, Jasmine Li,Sasha. "Sonny Angel shortage explained: 'There just aren't enough pieces available'". Fortune. Retrieved 2024-11-07.{{cite web}}: CS1 maint: multiple names: authors list (link)
  10. ^ a b c Abad-Santos, Alex (2024-07-08). "This tiny doll is making everyone so happy". Vox. Retrieved 2024-11-12.
  11. ^ "People are using tiny dolls (complete with tiny penises) as emotional support. Here's what you need to know". MDLinx. Retrieved 2024-11-07.
  12. ^ Ma, Jessica (2024-01-28). "Students fawn over Sonny Angel dolls as collectorship expands among Gen Z". The Daily Northwestern. Retrieved 2024-11-07.
  13. ^ "Sonny Angel Regular Series". www.sonnyangel.com. Retrieved 2024-11-16.
  14. ^ "Sonny Angel Limited Series". www.sonnyangel.com. Retrieved 2024-11-16.
  15. ^ "Animal 1 Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  16. ^ "Animal 2 Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  17. ^ "Animal 3 Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  18. ^ "Animal 4 Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  19. ^ "Flower Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  20. ^ "Fruit Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  21. ^ "Marine Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  22. ^ "Sweets Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  23. ^ "Vegetable Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  24. ^ "Birthday Gift Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  25. ^ "Sonny Angel Hippers Series". www.sonnyangel.com. Retrieved 2024-11-16.
  26. ^ "Sonny Angel Hippers 2021". www.sonnyangel.com. Retrieved 2024-11-14.
  27. ^ "Hippers - Harvest Series". sonnyangelstore-usa. Retrieved 2024-11-12.
  28. ^ "Sonny Angel Hippers Dreaming Series". Sonny Angel Store. Retrieved 2024-11-12.
  29. ^ "Hippers Looking Back Series". sonnyangelstore-usa. Retrieved 2024-11-12.
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