The Downfall of Sonny Angels

The Downfall of Sonny Angels — did he really ‘bring us happiness’? 

That’s how it all began. 

Cute, chubby-cheeked cherubs graced social media feeds, tucked into coffee cups, perched on bookshelves, peeking out of tote bags. Sonny Angels weren’t just figurines; they were companions, aesthetic props, and, most importantly, a status symbol of the effortlessly whimsical. 

Introduced in 2004 by Japanese designer Toru Soeya, Sonny Angel was envisioned as a companion to bring joy and comfort. Standing at about 7 centimeters, these collectible dolls are characterized by their cherubic features and distinctive headgear, ranging from fruits and animals to seasonal motifs. With the slogan ‘MAY HE BRING YOU HAPPINESS’, the blind-box packaging adds an element of surprise and excitement to the collecting experience.

BUT THEN, 2024 happened. The Sonny Angel craze. Once soaring on the wings of virality, took a nosedive so steep it begets the question: Did he really bring us happiness?  😮

2024 

At the start of 2024, Sonny Angels were THE obsession. Demand was so high that stores struggled to keep up—some reporting a 500% increase in sales compared to pre-TikTok days. Scalpers capitalized on the craze, with rare figures skyrocketing from $10 to $200 on resale platforms. The hunt was thrilling, the chase intoxicating. Everyone wanted a Sonny Angel, or five, or twenty.  

Then, the bubble burst.  

By late 2024, the very thing that made Sonny Angels desirable—exclusivity—had evaporated. Overproduction flooded the market, and suddenly, those little cherubs were gathering dust on store shelves. The urgency was gone. The charm wore off. TikTok, moved on.  

Within a year,  Sonny Angels went from “impossible to find” to “impossible to get rid of.” 

The final blow? A wave of competitors. Blind-box culture thrived, but new players like Labubu and Smiski captured attention, offering fresh designs and new scarcity. Sonny Angels had become too accessible—what was once an enchanting rarity had turned into just another collectible. 

As a past sonny angel craze collector myself, my passion for collecting died with them too 🙁 After efforts to even head to Japan to purchase exclusive series, I started to feel I had wasted a TON of money. 

Many collectors worldwide also share feelings of regret after a while of allowing the craze to settle down. Naked babies with cute hats. Everyone started to think: Were they really worth the splurge? 

In retrospect, if Sonny Angels showed us anything other than the consequences of over consumerism, they also showed us how our generation is easily influenced to purchase something all for the sake of ensuring we fit in with others. Thus, although tiny in size, Sonny Angels did in fact bring a mighty message to the world, and I believe it’ll be a phase remembered by many. 

(also if anyone wants free sonnies let me know!! 😝 in desperate need to clear collection OOPS)

Hannah de Lang-Ho

3 Charity

2025