What is Sonny Angel? A beginner’s guide
By Léna, co-founder & Art Director at swap-iit
⏱️ Reading time: ≈ 5 mins
You see these chubby little characters with a piece of fruit or an animal on their heads everywhere you look, and you’re wondering: what on earth is this thing that everyone’s clamouring for? Welcome to the world of Sonny Angel. 💛 Here’s the guide to help you understand everything and start your collection on the right foot.
Contents
- The story of Sonny Angel
- How it works: blind boxes, series and secrets
- Why everyone’s going crazy for them
- Start your collection the right way
- What about duplicates?
- FAQ: getting started with Sonny Angel
The story of Sonny Angel
Sonny Angel is a little angel (with tiny wings on his back!) created by the Japanese designer Toru Soeya, founder of the company Dreams. The first figurine appeared in Japan in the mid-2000s, inspired by the famous Kewpie doll. The name ‘Sonny’ actually comes from a lovely story: little figurines given as gifts to bring a smile back to people’s faces.
The concept has remained simple and endearing: a cherub who doesn’t speak but who ‘watches over you’, available in an endless variety of headwear. Today, Sonny Angel is sold in over 30 countries.
How it works: blind boxes, series and secrets
Like all blind boxes, Sonny Angel figures are sold in surprise boxes: you don’t choose your character, you discover it when you open the box. Just under ten centimetres tall, absolutely adorable, and always a surprise.
The series
Sonny Angel figures are organised into themed series: fruit, vegetables, animals, flowers, sea creatures… Each series usually features around a dozen different characters. Special and seasonal editions are also released regularly.
Secret figures and Robby
Each series contains one (or more) secret figures, which are much rarer. There is also Robby, Sonny’s friend, who is even harder to get hold of (often with odds of around one in 144). These rare items can fetch high prices on the secondary market.
Les Hippers
The latest additions, the Hippers, are decorative Sonny Angel figures designed to be hung just about anywhere: on your smartphone, computer, shelf or photo frame. Perfect for keeping your little angel with you at all times.
Why everyone’s going crazy for them
Sonny Angel has been around for 20 years, but its global boom is a recent phenomenon, driven by TikTok and Instagram since around 2023. Unboxing videos, displays, the hunt for secrets: everything is designed to be shared. They are often described as a Generation Z phenomenon, much like trading cards were for previous generations.
But ultimately, what makes Sonny Angel special is, above all, an incredibly supportive community that loves to swap, help one another and get together over these little faces.
Start your collection the right way
Where to start
First, choose a series that appeals to you aesthetically (fruit, animals, marine themes, etc.). There’s no need to try and collect everything at once: start with one series, enjoy the surprise, and let your collection grow naturally.
How much does it cost?
Blind boxes generally cost around €10 to €15 each, depending on the retailer and the series (special editions and rare items on the secondary market can fetch much higher prices). It’s one of the more affordable pleasures of the art toy world – provided you know when to stop. 😅
Where to buy them (and avoid fakes)
Give preference to authorised retailers and official shops. As with all trendy brands, there are counterfeits: be wary of prices that are too low and sellers with no reviews. If in doubt, compare with the official images and ask the community for their opinion.
What about duplicates?
Blind boxes inevitably mean duplicates. The more your collection grows, the fuller your drawer of duplicates gets. That’s exactly why we’ve created swap-iit: to help you swap your duplicate Sonny Angel figures (and the rest) for the pieces you’re missing, in complete safety.
We’re launching in September 2026. The waitlist is open: the first 500 people to sign up will receive a lifetime Founder badge and priority access. 💛
FAQ: getting started with Sonny Angel
What exactly is a Sonny Angel?
A small Japanese collectable figurine in the shape of a cherub, created by Dreams, sold in a blind box (surprise box) and available in numerous themed series (fruit, animals, flowers, etc.).
How much does a Sonny Angel cost?
Generally around €10 to €15 per blind box, depending on the retailer and the series. Special editions and rare figures can cost considerably more on the secondary market.
What is a Sonny Angel secret figure?
A rare figure hidden within a series, much harder to get hold of than the others. The character Robby is one of the most sought-after, with a probability often around 1 in 144.
Where can I buy genuine Sonny Angel figures?
Available from authorised retailers and official shops. Avoid suspicious prices and sellers with no reviews, and compare with official images if in doubt.