These Tiny Cheeky Cherubs Are Healing a Whole Generation’s Inner Child
If you’re on social media, you would have surely seen tiny angel figurines floating about your timelines. They’re about 3 inches tall, usually naked, and donning adorable headgear.
Dubbed as “healing figures in your life”, Sonny Angels are taking the online world by storm one little figurine at a time. These tiny cherubic babies “may bring you happiness” as stated in their company tagline and are the dolls that have taken over hearts, phones, shelves, and almost every other displayable surface. It’s almost too easy to fall into the black hole of unboxing videos and collection reveals; our feeds are filled with tiny babies in various animal, flower, and fruity headgear.
But what exactly are these little angel babies for and why do people love them so much? The Beat Asia dissects the origins of these mini collectibles, traces their sudden rise to popularity, as well provides details on where to find them. If you’re looking to start your own Sonny Angel collection or simply curious as to what they are and why some of your friends or family have suddenly bought one (or more), read on!
What (or Who?) are Sonny Angels?
Contrary to their current fame, Sonny Angels has been on the market for a long time. The dolls were released in 2005 by Japanese manufacturer Dreams and were designed by Toru Soeya. The toy creator had initially created them to lessen the stresses of young women and were even dubbed as “Pocket Boyfriends.” But more in a platonic way, like a friend that watches over you with their big circular eyes and sweet smiles.
By definition on their official website, “Sonny Angel is a cute and angelic little boy who wears all sorts of different headgear.”
These plastic figurines started as 7-inch dolls (Fun fact: his official birthday is on March 15, 2004) but have now evolved into the 3-inch figures we know today. They have a certain roundness to them that is similar to their predecessors, the Kewpie dolls. Their headgear varies depending on the series collection — and yes, there are regular and special limited collections, but we’ll get to that later. Since its release years ago, there are over 500 varieties of Sonny Angels, and each and every one of them is unique in their own way.
Good Things Come in Small Packages
More than its cute appearance, what is also interesting about Sonny Angels is their blind box packaging. Each of the minifigures is randomly packed in blind boxes, which makes it impossible to know what you’re going to get. In an article from Medium, they looked into the psychological influences of blind boxes on consumers, explaining why people keep buying them.
They gave POPMART as an example, the largest blind box manufacturer in China. By creating a sense of mystery around their nicely packaged blind products, POPMART draws people in, encouraging them to purchase box after box. They make use of what is termed as “framing effect,” a psychological phenomenon where the presentation of information influences a person’s bias and decisions, which causes abrupt and often careless choices.
In the case of Sonny Angels, people are instantly attracted to the fact they are part of a collection, which is usually displayed on the cover of these blind boxes. They also introduced “secret” or “rare” items in a series, which strongly stimulates addictive behavior, persuading customers to collect them all. The toy’s varying designs are all equally cute and attractive, so consumers are easily pulled into an endless cycle of “just one more box” until boom! They’ve got a whole shelf of them.
Not that we’re complaining. They’re just too kawaii not to take home, no?
Bringing Happiness Off and Online
Innocence meets mystery is how we would describe the current youth craze led by none other than Gen Z’s, who seem to be the main consumers of the Sonny Angel figurines. Sharing is caring is how the saying goes, and Gen Zs — and even some Millennials — have spread their love for the minifigures online through videos and reels featuring blind box hauls, unboxings, and collection reveals.
It’s all thanks to social media that the tiny cherub has regained its popularity, filling pages such as TikTok teeming with Sonny Angel content. And with almost everyone on socials now, many quickly jumped on the bandwagon, unable to resist their appeal.
And who can blame them? Humans have been attracted to all things cute for years and research proves it! These mini angels evoke both a sense of normalcy in their human-like looks and oddity in their unusually small size, which according to clinical psychologist Dr. Carla Marie Manly PhD., is what makes tiny objects so appealing in our minds.
The fact that they are shrouded in mystery, offering chance pulls at every purchase adds to the hype, making the whole thing more exciting; not to mention addicting.
“Gastos agen (Spent [money] again) but happy and that’s all that matters right?” said TikTok user Shylydiary while performing an unboxing video, showcasing her recently-purchased Valentine’s Day limited edition Sonny Angel.
Student Éclair Santos gushed about their cuteness when asked why she loved them so much, describing them as “tiny colorful friends who always make you smile when you see them.”
We believe their sentiment is shared by a lot of Sonny Angel fans, which brings us to the answer to our question: “Why do people love them so much?” It’s because they simply bring happiness.
One avid collector, Pam Ricarte proudly shared her love for Sonny Angels and admitted having collected more than two dozen figurines. “Ever since I was a little girl, I’ve always loved collecting little things. Maybe it’s the Zillennial in me,” she joked about how she felt like she was a bit of both at times: all for technology and the big changes it brings, but also still craving the things she once loved as a child. “I’ve collected Little Pet Shop dogs and Polly Pockets, which I think is where my fascination for Sonny Angels came from.”
She also told us about how she customized some of her "Sonny’s" to be more travel-ready by putting hooks on them to be like keychains, “When I had my first Sonny [Angel], I always had it hooked on to my bags even when I would leave the country for a vacation! It felt like I had a little friend with me who I could take pictures with anywhere I go.”
Pam also praised its visual aspect and added, “I love how diverse the designs are! As an artist myself, I value that aspect so much and it excited me in ways no other toy does. There’s also that thrill of pulling your picks since they’re in mystery boxes, and there’s some sense of achievement when you pull the Sonny you’ve been eyeing.”
Sonny Angels have truly spurred a passionate collector base. Series are easily sold out upon release and this shortage has spawned a secondary market found on various forums such as Reddit and Discord, where fans can sell and trade Sonny Angels. These forums have also become platforms for other collectors to meet and connect and have encouraged members to organize meet-and-swap events that inevitably lead them to form newfound friendships.
Is Sonny Angels making the world a better place? We think so! We wouldn’t be surprised if a Sonny Angel convention happened. In fact, we’re all just waiting for an announcement at this point!
Types of Sonny Angels
If you think you’ve gotten the lowdown on the latest youth craze, you’re in for a surprise because there’s more to a regular Sonny Angel than meets the eye. If you’re looking to get your very own, it’s important to know the difference between "Refined" and "Unrefined," as well as "Regular" and "Limited" series collections.
Simply put, "Unrefined" Sonny Angels are those produced until 2017. After that, Sonny Angels and their packaging were slightly redesigned, embodying their "Refined" concept, “Small Difference, More Happiness.” The popular Animal series 1-4 were the first to receive this treatment.
"Regular" Sonny Angels are considered the main series consisting of several collectible sets ranging from animals, fruits, flowers, and sweets among others. Each regular set has twelve figurines.
On special occasions, the company releases "Limited" figurines themed on a particular holiday or season. There are usually six to twelve figurines in a limited series and are available for a short period, thus they are priced higher than regulars and tough to acquire due to demand. Some popular limited series include Cherry Blossom Peaceful Spring Edition, Japanese Good Luck, and Enjoy the Moment.
Apart from the well-known standing figurines, Sonny Angels also has a version called Hippers. They have adhesive on their bellies so you can stick them on your computers or phones, making them look as if they are hanging off them. There are currently four types available in the series.
Both the Regular and Limited series include a secret figure which are randomly included in the boxes (and no, they don’t tell you what they look like, so you don’t know what you’re going to pull!). As per their official website, there are also extra special versions produced with only 10, 50, or 100 pieces ever made.
The same goes with Robby Angel, a cute animal character considered to be “a good friend of Sonny Angel.” He’s usually embodying the theme of the series you pulled him from. In an interview with Vox, Jackie Bonheim, director of marketing at Dreams, revealed that there is a 1 in 144 chance of pulling a secret or a Robby from a regular Sonny Angel series.
Where to Buy
If you’re looking to try your luck in pulling a secret figure or downright thinking about starting your very own collection, we totally support it!
In Asia, there are Sonny Angel online stores available in Japan, Hong Kong, China, and South Korea. Fully Booked is the official distributor of Sonny Angels in the Philippines and can be found in most of their branches and online stores. Prices range from P489 for the regular series to P549 for Limited and Hippers.
LOFT stores are currently selling them in Thailand from THB330, while in Malaysia and Singapore, you can find them in Kinokuniya bookstores. Additionally, you may also be able to find them in Tokyu Hands and ActionCity (from SG$15.90) outlets around Singapore.
If you want a specific Sonny Angel, it’s also worth considering purchasing from other collectors who are willing to sell or trade them with you. You can find secondhand Sonnys or swap groups on Facebook, Carousell, or even on X. But do be careful and be wary of scams! Always ask for proof and check the shop’s reviews before going ahead with transactions.
ICYDK: Casetify recently announced a collaboration with Sonny Angels, featuring the adorable angels on phone cases real soon!
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