Over the previous yr, 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 the world over. The plastic dolls, carrying helmets ranging in type 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 cellphone, and the topic of a complete sketch on Saturday Evening Stay.
Like several phenomenon the place somebody is shopping for tons of a factor that you could be not be, the apparent query arises: Why is everybody so obsessive about these tiny winged boys?
The best reply is the official Sonny Angel slogan: “He could deliver you happiness.”
That’s a tantalizing promise. Cash can’t purchase you happiness, allegedly. However it could purchase you a Sonny Angel. On the retail value of $10 per doll, that’s a deal many have already taken, some collectors dozens of instances over.
A extra fascinating reply is that perhaps Sonny Angels, like something individuals love, give us a greater understanding of what happiness is. What in the event 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 previous, 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 a lot of their predecessor’s traits — specifically, their amiable roundness. Additionally they have comparable round eyes, at all times trying up and to the aspect as a substitute 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 ladies in Japan. Across the time of Sonny Angels’ creation, Japan was going by way of a gentle recession and would get hit onerous once more 4 years later in 2008.
“He referred to them as a ‘pocket boyfriend’ which I feel could have gotten misplaced in translation a bit bit,” Jackie Bonheim, the director of promoting 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 should take care of. That cuteness is central to their enchantment.
Joshua Paul Dale is a professor at Chuo College in Tokyo and the writer 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 brief limbs, globular cheeks. The time period is known as 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, doubtless too younger and weak to take care of 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 how you can placed on themselves. A Sonny Angel can seemingly maintain himself, and extra importantly, could make you are feeling higher. Like a tiny good friend would.
Sonny Angels could deliver you happiness
Bowen Yang doesn’t speak about Sonny Angels; he gushes. “You may’t assist however smile whenever you have a look at one,” the actor, comic, and Saturday Evening Stay author and forged member tells me. On the slogan — “He could deliver you happiness” — Yang says, “there’s no ‘could’ concerned. It’s an assured factor {that a} Sonny Angel will make you are feeling completely satisfied.”
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. Sooner or later he dipped into Kinokuniya, a small Japanese reward 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 condominium, 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 Collection who wears crimson apple-themed headgear with a bit leaf popping out of it. All Sonny Angels put on some type of accent on their heads; perhaps a hat, perhaps a helmet, perhaps each. (One factor is for certain: 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 elevate a plethora of questions.
Are Sonny Angels one man making an attempt on a number of items of thematic headgear based mostly on his temper? Or are they different-but-identical-looking guys who’ve chosen particular helmets that mirror their personalities? What compels a bit 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 troublesome 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 ladies. And that’s what we must always all aspire to.”
For a few of their largest 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 know about Sonny Angels is that you just by no means know which one you’re going to get.
Sonny Angels are a part of an even bigger toy collector development generally known 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 will’t select a particular 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 isn’t any guaranteeing what Sonny you’ll get. It’s like opening a pack of buying and selling playing cards.
Desires additionally shuffles uncommon Sonny Angels, generally known as “secrets and techniques,” into the fold in addition to particular collectible figurines known as Robbys. Robby Angel, in line with Sonny lore, is Sonny’s “shut good friend,” nevertheless it’s onerous 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 an everyday Sonny Angel sequence.
This makes shopping for Sonny Angels really feel a bit like playing. There’s an incentive to purchase multiple field to lift your probabilities of getting the Sonny you need. At roughly $10 a pop, they’re priced low sufficient that only one extra may not break the financial institution, even when the percentages 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’ recognition 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 house owners I spoke to had been extra particular, having witnessed the growth first hand.
I’ll at all times keep in mind the primary Sonny Angel I ever noticed: Shark from the Marine Collection. It was November 2023 and I used to be at a good friend’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 a bit creeped out by that little child. Later that week, I discovered myself wanting one in every of these little weirdos in my own residence.
That was a lot simpler stated than accomplished. In every single place I appeared, they had been offered out. Apparently yow will discover every part in New York Metropolis — aside from Sonny Angels. After I lastly procured a Sonny Angel, I made a decision he wanted a good friend (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. “When you look again on the movies now we have on social media, you’ll be able to 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 seen the gross sales start to construct. On the similar time, inspired by customers, 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 had been booked inside half-hour and over 50 individuals confirmed up,” Chung tells me. Chung’s meetups grew every time, ultimately shifting out of the tight shops, and one 2023 Washington Sq. Park meet-up introduced in over 500 individuals. “The park ranger thought they had been gonna do unhealthy issues. However they had been all right here for Sonny Angels,” Chung says.
Right this moment, 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 upfront. Chung’s largest sellers are “Hippers,” Sonny Angels you can connect to your cellphone 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 house in Decatur, Georgia, noticed the same rise in recognition on the finish of 2021 and into 2022. Then in 2023 got here the second that she knew modified every part. “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, unexpectedly, 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 placement of her retailer. She has a set of standard clients close to Auburn, Alabama, who drive nearly three hours to her retailer weekly, together with many different clients with out 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 observe, shopkeepers can’t hold 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’d 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 want to keep up the standard of their collectible figurines signifies that Desires makes and distributes a finite quantity of Sonny Angels. The corporate additionally, deliberately, refrains from promoting at massive toy retailers, opting as a substitute 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 assets wanted to create a particular sequence just like the not too long ago launched twentieth anniversary Wanting Again Hippers sequence, and there’s no means for Desires, at their present manufacturing charge, to maintain up with Sonny Angels’s booming recognition.
The resell market and radical value 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 = seeking, DISO = desperately seeking, 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 trade system has created a sturdy 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 by way of a particular sequence, it’s unlikely you’ll see them on cabinets once more for just a few years, if in any respect.
Clearly although, this voracity for Sonnys doesn’t occur in a vacuum. Resellers have seen, 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 turn into such a ache that Chung and Bach, the shop house owners, put limits on the variety of Sonnys which might be out there 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 worth on Amazon.
“It does not make us completely satisfied to see individuals paying that a lot,” Bonheim tells me, noting that Desires is conscious of resale sellers and likewise 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 will make.”
In any case, she factors out, a Sonny Angel’s job is to make you content — in the event you’re fortunate sufficient to get your palms on one.
