Recently, there has been a sharp spike in the obsession for blind boxes and mystery figures, one of the most popular examples being Sonny Angels.
Sonny Angels are biblically inaccurate angels wearing helmets or costumes, themed as animals or food. Initially imagined 20 years ago, creator, Toru “Sonny” Soeya, was inspired by the cuteness of the Kewpie Mayo baby. Both figures share relatively similar traits with their circular eyes, glancing to the side and a round body.
After continuously showing up on many social media platforms including YouTube, TikTok, and Instagram, Sonny Angels have been thriving off the millions of views and sales. The Angels’ popularity has reached the extent to where they have a sketch on the famous comedy show, Saturday Night Live.
Nowadays, the steep prices of the Sonny Angels are not fitting for most. However, in other countries, they can be found at a more affordable rate.
“I just bought some on my own,” Peyton Yang (9) said. “I bought them in Taiwan because they were a lot cheaper [compared to] the United States.”
Sonny Angels have even made appearances in Bella Hadid’s posts along with being on Victoria Beckham’s phone. Such publicity has vastly improved Sonny Angel sales.
“I think it’s the hype online that caused them to become popular and make [people] buy them,” Misa Chen (9) said.
A majority of Sonny Angel’s popularity comes from the appeal of mystery, suspense, and joy that comes with opening them. Sonny Angels are put into the category collectors know as ‘blind boxes,’ where each figure is individually wrapped, and the item you will receive in unknown until opened. Along with Sonny Angels being mystery figures, there is a secret figure known as Robby – where there is a one in 144 chance of it being found. This sense of mystery and trying to beat the odds are the most appealing things about Sonny Angles, along with their adorable features.
“People may like Sonny Angels due to their cute eyes and hats that they wear, but I feel it could also be because of TikTok. Everyone wants what influencers are showing them,” Harin Ryow (9) said.
These figures are appealing to many people in their own individual way, causing their immense growth throughout the world. This growth has had many different factors and has affected consumers in a diverse amount of ways. Although facing some difficulties in pricing, many have been able to push through to either start or grow their own collection. For Sonny Angels, this growth has greatly benefited them in both commercials from social media coverage to sales. Although barely being discovered in recent years, Sonny Angels have been cute figures that are loved by many and continue to grow every day.
