Sonny Angel: The Only Man Who Will Bring You Happiness
Image Courtesy: Medium
On each box that contains a beloved Sonny Angel is the slogan, "He may bring you happiness." It begs the question, who is "he"? The company describes him as "a little angel boy who likes wearing all sorts of headgear." Oh, and he's usually not wearing pants. So… why is the internet obsessed with this plastic half-naked doll?
The name comes from Japanese toy designer and company founder Toru Soeya's nickname, Sonny. Soeya created him intending to bring healing into people's lives. More specifically, working women in their 20s attempting to combat the obstacles of adulthood. While it may not seem like it now, Sonny Angel may be your dream man.
The fun comes from the element of surprise. Each doll comes in a box that identifies the collection it belongs to, but each box within the collection is identical. You never know which one you are going to get. After choosing their desired collection, buyers rip open the box and the plastic pouch in hopes of getting their desired Sonny. Fans will typically react with cheers, screams, or giddy applause upon opening. The rush you get is similar to opening a pack of Pokemon cards or a Squinkie ball back in elementary school.
The appeal of the Sonny Angel can be long-lasting. You feel inclined to purchase another when you don't get your desired angel. Each collection also has a secret Sonny and a rare character, Robby, elevating the impulse to collect them all. Robby is often confusing to first-timers since he is this strange-looking mouse figure. According to the company, Robby is "a good friend of Sonny Angel. He can change his body color at any time, like a chameleon, and he likes to dress up. Robby often imitates the style of Sonny Angel in the series in which he is found." Some collectors even try to pick lighter boxes in hopes of getting him since he's smaller. It's like gambling but cuter and less profitable. Despite the quirkiness of the line of dolls, the brand's loyal collectors make the trinkets so special.
The three-inch cherub will run for about $10 and can be found on their website, Urban Outfitters, Barnes & Noble, and more. Resellers of rare Sonny Angels or Robbies get away with selling these dolls for hundreds of dollars.
Many independent toy stores also sell them, a popular one being An.mé in New York City's Manhattan and East Village. In addition to selling the dolls, they hold sponsored events. In April of 2023, 150 people attended a meetup in Washington Square Park held by stores like An.mé to trade, sell, and bond over the adorable Sonny Angel.
Multiple meetups have occurred in the past year in cities like New York, Los Angeles, and Houston. The angel's devoted fans lay blankets in their local parks with their Sonnies on display. Attendees bring their collection in tow, often in clear plastic pouch keychains on their bags to showcase their favorites. Along with Sonny, many sell merchandise based on the character, such as stickers, t-shirts, tote bags, etc.
Image Courtesy: Lucia Buricelli/New York Times
A frequent complaint seen online is Sonny's lack of pants and the presence of genitalia, but fans have come up with a solution. Many have made their own clothes for Sonny by sewing, knitting, and crocheting. Fans make items such as headgear, pants, tops, and dresses.
Image Courtesy: Chronicling America
Many have gone on to build elaborate displays for their babies. There is a classic clear display case that can be hung on your wall or a box that sits on top of a desk. Fans have gotten creative by building dioramas of houses or cafes for them to reside in. Some have even gone as far as to buy a fire escape shelf to house their Sonnys.
Though this concept may seem new, the style of the Sonny Angel is familiar. Soeya says that Kewpie, a more than a hundred-year-old cartoon character, inspired him. The character became extremely popular internationally in 1914 when they launched dolls and figurines. Over time, they have become a mascot for multiple brands, most famously the Japanese mayonnaise Kewpie. Sonny Angels themselves have been around since 2005.
The internet has fallen in love with the trinket's nostalgic nature, allowing people to reminisce on their childhood. It's similar to trading toys like Littlest Pet Shops at recess, dressing up American Girl Dolls, and displaying Calico Critters in our rooms. The company is achieving a sentimental reminder of your youth that keeps people buying the Sonny Angel dolls. As the brand says, "He is always by your side to make you smile. Sonny Angel will provide healing moments in your everyday life. He is a welcome sight at the entrance to your home, next to your bed, on your desk, and so many other places." The collectors find joy in the dolls and the community formed over their love for them.
Strike Out,
Kim Nguyen
Boca Raton
Kim Nguyen is a Content Writer for Strike Magazine Boca. When not overthinking, this fangirl is either consuming romance media, Vietnamese coffee, or Beyoncé’s discography. You can reach her by email at kimvunguyen14@gmail.com or on Instagram @kimnguyen1_.
