Home > Sonny Angels: A growing phenomenon
Publié le 22/04/2024

Sonny Angels: A growing phenomenon


For the past few years, Sonny Angels, these adorable Japanese figurines with angel heads and unique hats, have been causing a sensation. They have invaded specialty stores and social networks, generating growing enthusiasm among collectors of all ages.


An addictive success and a quest for rarity

BFMTV 23/04/24

With over 650 unique models divided into themed collections (flowers, fruits, animals…), Sonny Angels offer an addictive surprise effect that captivates both kids and adults. This passion translates into a real treasure hunt in stores, where customers are willing to go to great lengths to expand their collections. The rarest models can even resell for up to three times their original price, sometimes reaching crazy amounts on online resale platforms.


What’s the secret to Sonny Angels’ charm

The success of Sonny Angels can be attributed to several factors that combine to make them irresistible collectibles:

  • Unique and captivating design: Each Sonny Angel is a miniature work of art, meticulously crafted with a distinctive hat and a captivating expression. These figurines are not just collectibles; they are tiny personalities that come alive in the hands of their admirers.
  • The thrill of surprise: Sonny Angels come packaged in opaque boxes, creating a sense of anticipation and excitement that builds with each unboxing. The surprise element is a major part of the Sonny Angels experience, adding a touch of joy and wonder to every new addition to a collection.
  • A collector’s dream: With over 650 different models to choose from, Sonny Angels cater to a wide range of tastes and interests. Collectors can find figurines that align with their hobbies, favorite animals, or personal style. This vast array of options encourages exploration, expansion of collections, and a never-ending sense of discovery.

A Masterfully Orchestrated Marketing Phenomenon

The allure of rarity: The scarcity of certain figurines also contributes to their success. Some models are only available in limited quantities or for a short period, further fueling collectors’ desire.

A nostalgic comeback: the rebirth of babies

Sonny Angels are not entirely new; they are actually a reimagined version of the popular “baby” figurines that took the world by storm in the 1980s. By relaunching these beloved collectibles with a fresh and modern design, coupled with a clever marketing strategy, the brand has successfully captured the hearts of a new generation of collectors..

Sustainable success?

With 3 million sales worldwide last year, the Sonny Angels appear to have found their niche. While it’s difficult to predict whether their popularity will endure, they have already captured the hearts of collectors and retro toy enthusiasts.

Only time will tell if these Japanese figurines will become the new icons of our era, but one thing is certain: they have already made their mark on the world of toys.

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