Introducing Pocket Companions, Sonny Angels, Guiding Gen Z Through Life's Challenges in Adulthood
In the realm of collectible dolls, a new sensation has taken the world by storm. Sonny Angels, the 3-inch tall figurines created by Japanese designer Toru Soeya, have become an international phenomenon, particularly among Gen Z and younger millennials.
Originally designed in 2005 by Japanese manufacturer Dreams, Sonny Angels were conceived as "healing figures" meant to offer comfort and reduce stress, initially targeting young women as "Pocket Boyfriends" in a platonic sense. These cherubic figures, typically naked and adorned with various adorable headgear, have since evolved to embody a mix of nostalgia, cuteness ("kawaii") culture, and emotional comfort in today's fast-paced and often stressful modern life.
Their popularity can be attributed to several factors. The dolls' innocent, cute aesthetic combined with a sense of mystery and surprise—since they are sold in blind boxes, meaning buyers don’t know which figure they will get until opening—has fueled community enthusiasm and engagement. This packaging style draws on Japan’s traditional fukubukuro (lucky bag) practice, fostering a playful collector culture where people trade and share duplicates, creating a strong social and communal experience.
Their appeal extends beyond their charming looks, as Sonny Angels carry a positive emotional message. Research supports the human attraction to cuteness as a source of happiness and healing, which aligns with the creators’ goal of the dolls making “the world a better place.” Besides their aesthetic appeal, Sonny Angels come in over 900 types, each with unique headgear resembling fruits, vegetables, animals, flowers, and more, providing endless possibilities for collectors.
The company regularly releases different series themed around animals or symbolic motifs, further enriching the collecting experience and emotional connection for fans. For instance, the 'Hippers' collection transforms the standing dolls into decorative figurines that can be stuck to various items like phone cases, laptops, desks, and car dashboards.
Sonny Angels have gained widespread popularity, causing shortages and a rise in the resale market. Despite their scarcity, fans continue to seek out these cherished collectibles, with recommended sourcing spots including Junior Edition in Brighton, Forbidden Planet in Leeds, Didi Inspired Gifts and Toys, Dear Jude, Blind Box Empire, London Tree House on Portobello Road, and online events.
Celebrities like Bella Hadid, Victoria Beckham, and Dua Lipa have expressed their love for the dolls, further solidifying their status as portable companions that provide smiles and a sense of well-being to fans. Some fans admit to discovering their appetite for Sonny Angels following their insatiable hunger for trinkets, while others find connections with other fans through social media accounts.
As for Georgie, a dedicated collector, she prefers Sonny Angels that match her outfit or have personal meaning for the place she’s going. She enjoys the excitement of opening Smiskis blind boxes, the line of glow-in-the-dark creatures that complement Sonny Angels, often collected by their owners. Georgie also appreciates seeing other fans' DISOs (Desperately In Search Of) Sonny Angels and connecting with them through social media.
The name Sonny Angels is allegedly derived from Soeya's nickname 'Sonny' and visually inspired by the feminist Kewpie Mayonnaise baby designed by American illustrator Rose O'Neill. As the collector community continues to grow, it's clear that Sonny Angels have transcended their origins as stress-relief figures to become symbols of joy, community, and emotional healing for a generation seeking solace in the smallest of things.
- The popularity of Sonny Angels, originally designed as stress-relief figures, has expanded beyond their initial purpose, becoming a symbol of joy, community, and emotional healing in the realms of lifestyle, fashion-and-beauty, entertainment, and pop-culture.
- As collectibles, Sonny Angels offer more than just aesthetic appeal; they encapsulate nostalgia, cuteness culture, and emotional comfort, making them a sought-after item in the fashion-and-beauty, entertainment, and pop-culture sectors of today's fast-paced world.
