Over the previous 12 months, Sonny Angel — a biblically inaccurate, 3-inch-tall cherub figurine with peculiar headgear — has taken over the hearts, minds, telephones, show cabinets, and nightstands of collectors internationally. The plastic dolls, carrying helmets ranging in kind from pancakes to sunflowers, are garnering tens of millions of views on TikTok and Instagram, popping up in supermodel Bella Hadid’s social media posts and on Victoria Beckham’s telephone, and the topic of a complete sketch on Saturday Night time Stay.
Like several phenomenon the place somebody is shopping for tons of a factor that you could be not be, the plain query arises: Why is everybody so obsessive about these tiny winged boys?
The only reply is the official Sonny Angel slogan: “He might carry you happiness.”
That’s a tantalizing promise. Cash can’t purchase you happiness, allegedly. However it might purchase you a Sonny Angel. On the retail worth of $10 per doll, that’s a deal many have already taken, some collectors dozens of occasions over.
A extra fascinating reply is that perhaps Sonny Angels, like something folks love, give us a greater understanding of what happiness is. What when you might discover it in a tiny doll who wears a cute hat?
Regardless of that, canonically, they’re toddlers, Sonny Angels are 20 years outdated, created in 2004 by a producer named Toru “Sonny” Soeya. Soeya was impressed by the cuteness of the Kewpie mayo child and his creations share lots of their predecessor’s traits — specifically, their amiable roundness. In addition they have comparable round eyes, at all times trying up and to the facet as an alternative of straight on, like they’re both barely embarrassed or flattered.
Based on Desires, the Sonny Angel distribution firm within the US, Soeya made these dolls to assuage the stresses of younger working girls in Japan. Across the time of Sonny Angels’ creation, Japan was going via a light recession and would get hit laborious once more 4 years later in 2008.
“He referred to them as a ‘pocket boyfriend’ which I feel might have gotten misplaced in translation somewhat bit,” Jackie Bonheim, the director of selling at Desires, the US Sonny Angel distributor, tells me. Bonheim explains that the Sonny Angel enchantment is platonic, foolish consolation — reasonably than a supportive romantic boyfriend, they’re extra like an cute child you don’t need to look after. That cuteness is central to their enchantment.
Joshua Paul Dale is a professor at Chuo College in Tokyo and the creator of Irresistible: How Cuteness Wired Our Brains and Conquered the World in 2023, about how kawaii tradition and aesthetic went mainstream. He explains that time and time once more, analysis has proven that people reply to creatures with baby-like options — spherical eyes, massive foreheads, teeny tiny quick limbs, globular cheeks. The time period is named child schema or kindchenschema, which each Kewpies and Sonnys embody.
When these options seem in human infants, or puppies, and even juvenile octopi, they set off a primal, evolutionary response that makes us need to shield that cute factor, probably too younger and weak to look after itself. Sonny Angels, with their positively absurd brow to eyeball ratio and stout limbs, set off that very same intuition.
This protecting intuition is made stress-free by design touches that sign Sonny Angels’ (slight) autonomy. They stand straight up on their very own. All of them have headgear, which they appear to have discovered easy methods to placed on themselves. A Sonny Angel can seemingly handle himself, and extra importantly, could make you’re feeling higher. Like a tiny buddy would.
Sonny Angels might carry you happiness
Bowen Yang doesn’t discuss Sonny Angels; he gushes. “You possibly can’t assist however smile once you take a look at one,” the actor, comic, and Saturday Night time Stay author and solid member tells me. On the slogan — “He might carry you happiness” — Yang says, “there’s no ‘might’ concerned. It’s an assured factor {that a} Sonny Angel will make you’re feeling comfortable.”
Yang, who co-wrote a candy and barely sinister, Challengers-themed sketch whereby Dua Lipa turns her boyfriends into Sonnys with fellow author/Sonny aficionado Celeste Yim, explains that he stumbled upon the dolls in 2018. It was Yang’s first month or so at SNL, and he says that he’d stroll round Bryant Park to clear his head at any time when he wanted a break. In the future he dipped into Kinokuniya, a small Japanese present retailer, and located a Sonny Angel show towards the again of the store.
“I purchased one on a cosmic whim and have been amassing them ever since,” he tells me, noting that his assortment is now round 30, scattered round his condo, writing workplace, and dressing room. “My first Sonny Angel ever was Apple.”
What Yang refers to as Apple is a doll from the Sonny Angel Fruit Sequence who wears purple apple-themed headgear with somewhat leaf popping out of it. All Sonny Angels put on some sort of accent on their heads; perhaps a hat, perhaps a helmet, perhaps each. (One factor is for positive: They’re decorations, and never pure head growths, because the official web site makes clear.) These cranial ornamentations vary from sea creatures like manta rays to alliums like onions and garlic to pets like French bulldogs and Shiba Inus.
These helmets differentiate every Sonny Angel, however increase a plethora of questions.
Are Sonny Angels one man making an attempt on a number of items of thematic headgear primarily based on his temper? Or are they different-but-identical-looking guys who’ve chosen particular helmets that replicate their personalities? What compels somewhat human to place an onion on his head? Is it a trend assertion or does he actually like onions? Greater than that: Are Sonny Angels carrying these curious crowns as a result of they like them or are they carrying them to make us really feel higher? And why don’t they’ve pants?
That is the side of Sonny Angels’s attract that’s tough to seize — the creativeness that these little dolls spur in an individual. Every Sonny’s uniqueness ignites storytelling, a story we create to reconcile our emotions with the bizarre cuteness at hand: the place it got here from, what spurred it.
Yang tells me about his favourite Sonny Angel: Snake, who has an albino serpent coiled on his head like a turban. “He is aware of he’s totally different, and he’s not afraid to be,” Yang tells me. “A diva. He’s not like the opposite women. And that’s what we should always all aspire to.”
For a few of their greatest followers, Sonny Angels signify a curiosity and an appreciation for the world round us, and are themselves a reminder that there’s surprise in self expression.
The craze over Sonny Angels, defined
After their cuteness and skill to encourage, an important factor to grasp about Sonny Angels is that you just by no means know which one you’re going to get.
Sonny Angels are a part of a much bigger toy collector development referred to as “blind containers.” Every doll is individually sealed and packaged, and whereas patrons can select a sequence — e.g., Fruits, Greens, Marine, and so forth. — they’ll’t select a selected Sonny to purchase in-store. Barring X-ray glasses or some intelligent shaking (some patrons imagine you inform which Sonnys are by what they weigh and the way a lot they vibrate) there is no such thing as a guaranteeing what Sonny you’ll get. It’s like opening a pack of buying and selling playing cards.
Desires additionally shuffles uncommon Sonny Angels, referred to as “secrets and techniques,” into the fold in addition to particular collectible figurines referred to as Robbys. Robby Angel, in response to Sonny lore, is Sonny’s “shut buddy,” nevertheless it’s laborious to inform whether or not Robbys are canine or mice. I requested Desires’s Bonheim, and he or she merely responded, “Robbys are animals,” offering no additional clarification.
Based on Bonheim and Desires, there’s a 1 in 144 probability of pulling a secret or a Robby from a daily Sonny Angel sequence.
This makes shopping for Sonny Angels really feel a bit like playing. There’s an incentive to purchase multiple field to boost your probabilities of getting the Sonny you need. At roughly $10 a pop, they’re priced low sufficient that only one extra won’t break the financial institution, even when the chances aren’t in your favor.
This randomness — and the addictive dopamine rush of opening a Sonny Angel — is tailored for TikTok and Instagram. The drama, suspense, reveal, pleasure, and even disappointment in any Sonny Angel unboxing will increase the potential for virality. Based on Bonheim, Sonny Angels’ reputation on these platforms has pushed real-life gross sales.
Bonheim didn’t specify the precise figures Desires was making, however did say that gross sales “spiked” over the previous three years with 2023 and 2024 being the strongest within the US. Retailer homeowners I spoke to have been extra particular, having witnessed the growth first hand.
I’ll at all times bear in mind the primary Sonny Angel I ever noticed: Shark from the Marine Sequence. It was November 2023 and I used to be at a buddy’s home, and on his espresso desk, staring proper again at me, was this little boy figurine with a sea animal hat on his head. His cute, spherical little face was proper within the nice white’s jaws. I used to be principally enamored, a bit mystified, and somewhat creeped out by that little child. Later that week, I discovered myself wanting certainly one of these little weirdos in my own residence.
That was a lot simpler stated than accomplished. In all places I appeared, they have been offered out. Apparently yow will discover all the things in New York Metropolis — aside from Sonny Angels. After I lastly procured a Sonny Angel, I made a decision he wanted a buddy (or two). Once more, simpler stated than accomplished.
The Sonny Angel scarcity, outsize demand, and my have to know precisely why I needed to have this little man in my life despatched me on a hunt for Sonny Angels and spurred this piece.
That, and my editor noticed my assortment within the background of our Google Meet and stored asking me if it had grown. (It had.)
“Clearly it’s TikTok,” says Annie Chung, the co-owner of An.mé, a New York toy retailer and licensed Sonny Angel retailer. “If you happen to look again on the movies we’ve on social media, you may see the expansion.”
Chung has been amassing Sonny Angels since 2004, and promoting them since 2014. It wasn’t until post-pandemic lockdowns, round 2021, that she observed the gross sales start to construct. On the identical time, inspired by buyers, An.mé started internet hosting Sonny Angel meetups and buying and selling occasions and posting on social media.
“By the third occasion, all of the spots have been booked inside half-hour and over 50 folks confirmed up,” Chung tells me. Chung’s meetups grew every time, finally shifting out of the tight shops, and one 2023 Washington Sq. Park meet-up introduced in over 500 folks. “The park ranger thought they have been gonna do dangerous issues. However they have been all right here for Sonny Angels,” Chung says.
At this time, Chung says she sells between 500 to 1,000 Sonny Angels per week, relying on her stock. When there’s a brand new launch, the road can snake across the block, with followers lining up hours prematurely. Chung’s greatest sellers are “Hippers,” Sonny Angels which you could connect to your telephone or any object edge (laptops, iPads, Tesla navigation consoles, and so forth.)
Kimberly Bach, co-owner of Clubhouse Child & Craft, a toy retailer and artwork area in Decatur, Georgia, noticed an analogous rise in reputation on the finish of 2021 and into 2022. Then in 2023 got here the second that she knew modified all the things. “The sequence that began all of it was the Cat Life sequence,” Bach tells me, laughing, of the sequence that featured the Sonny Angel dude in a number of cat costumes — Calico, Silver Tabby, Tuxedo, Siamese, et al. — doing “common” cat issues like ingesting from a bottle of milk. “It was identical to, impulsively, it was only a flood of individuals both coming into the shop or shopping for them on-line.” Her inventory of 140 Sonny Angels offered out in 4 days.
Bach tells me that she sells roughly 12 Sonny Angels per day, a particularly profitable determine given the dimensions and site of her retailer. She has a set of standard prospects close to Auburn, Alabama, who drive virtually three hours to her retailer weekly, together with many different prospects and not using a native Sonny Angel retailer. “In the event that they don’t have one the place they stay, they arrive to us,” she says.
As Bach and Chung word, shopkeepers can’t preserve Sonny Angels on their cabinets. If they’ve them in inventory, they’re promoting them. However their inventories aren’t at all times stocked, and shortage makes the demand even stronger.
“I might say it’s an unintentional a part of the enchantment; it’s not one thing we’re doing on function,” Bonheim, the Desires advertising director, tells me.
Bonheim explains {that a} inflexible manufacturing schedule and a need to keep up the standard of their collectible figurines implies that Desires makes and distributes a finite quantity of Sonny Angels. The corporate additionally, deliberately, refrains from promoting at massive toy retailers, opting as an alternative for smaller specialty toy shops and unbiased bookstores — a method they see as sustaining the spirit of the Sonny Angel as a collectible.
Add in to that the roughly two-year design course of and sources wanted to create a particular sequence just like the just lately launched twentieth anniversary Trying Again Hippers sequence, and there’s no method for Desires, at their present manufacturing charge, to maintain up with Sonny Angels’s booming reputation.
The resell market and radical worth gouging for Sonny Angels
The scarcity has created a secondary Sonny Angel market the place followers can commerce or promote Sonnys of their assortment. On boards like Reddit or platforms like Discord, Sonny Angel followers have employed collector language (ISO = searching for, DISO = desperately searching for, bf luck = boyfriend luck or the idea that boyfriends will pull higher Sonny Angels, UFT = up for commerce, and UFS = up on the market) to navigate bartering of Sonnys. The alternate system has created a strong social neighborhood, with Sonny Angel followers sending collectible figurines throughout the US and internationally alongside cute notes, candies, and stickers.
There’s considerably of a hierarchy right here, consultants inform me. Amongst common Sonny Angels, the Rabbit Sonny Angels, each regular- and lop-eared, and the Strawberry are the preferred. Bok Choy, Frog, Cow, and Garlic are thought-about honorary all-star Sonny Angels. Secret figures and Robbys are wanted, and collectors will go after the restricted sequence Sonny Angels as a result of they’re normally one and accomplished. After Desires sells via a particular sequence, it’s unlikely you’ll see them on cabinets once more for a number of years, if in any respect.
Clearly although, this voracity for Sonnys doesn’t occur in a vacuum. Resellers have observed, which is why you’ll see Sonnys marked for outrageous values on websites like Amazon and eBay. For instance, the “secret” determine within the 2023 Cat Life sequence that wears a pink cat costume and holds a gold-tinted fish goes for $250 on eBay.
Resellers have grow to be such a ache that Chung and Bach, the shop homeowners, put limits on the variety of Sonnys which can be obtainable to buy on-line. Chung checks every order by hand, ensuring nobody’s dishonest the system. If she didn’t, she says, resellers would vaporize her inventory and promote them for triple the value on Amazon.
“It does not make us comfortable to see folks paying that a lot,” Bonheim tells me, noting that Desires is conscious of resale sellers and in addition limits the variety of Sonnys a purchaser should purchase and screens orders for humorous enterprise. They don’t need “somebody opening a Sonny Angel and asking how a lot cash they’ll make.”
In any case, she factors out, a Sonny Angel’s job is to make you cheerful — when you’re fortunate sufficient to get your arms on one.
