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Sonny Angels were created by a man to comfort young women in their 20’s who struggle with adulthood and work. This community keeps growing, but how can a figurine of a 2-year-old be a comfort toy?
Sonny Angels are being called “Gen Z’s Darling” and “TikTok’s Emotional Support Dolls” due to its growing popularity through social media. These figurines come in blind boxes and they have different styles and themes. But where did they come from? What is their purpose? Why are they popular?
20 years ago, Toru Soeya, a Japanese toy designer, created a 18 cm (7”) naked 2-year-old baby doll with angel wings and colorful headgear. He was born on May 15, 2004 and it was inspired by Kewpie, an American cartoon character. Toru Soeya used his nickname “Sonny” to name the figurine that can be displayed on a shelf. Since then, more than 1,300 types of figures have been created and transformed into diverse collectibles, each one uniquely made, from their packaging to even their size. According to the official Sonny Angel page, they are currently for sale in 33 countries.
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Toru Soeya shared in past interviews that the concept behind Sonny Angel is that of a “little boyfriend who serves as a source of comfort and support to 25-year-old working women.” He designed the doll with the intention of offering a source of comfort to women experiencing heightened stress and concerns while navigating significant milestones in their lives. Sonny Angel is more than a decorative figure, he can be a traveling companion and a photogenic friend. Every person can find unique ways to enjoy their company. Although the target customer was 25-year-old women, the buyers range from ages 20 to 40. According to the official Sonny Angel page, their concept is “small difference, more happiness.” They also began to use the tagline in 2018 of “he may bring you more happiness.” While their motto is “heal your heart”, how can a doll that looks like a child bring you happiness?
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Once I began researching about the topic, I found an article by Lauren Malanga, in which she mentions that there has been an overwhelming pop-psychology imperative to ‘heal your inner child.’ This refers to a part of the subconscious that has been picking up messages way before it was able to fully process what was going on (mentally and emotionally). The narrative of healing your inner child has taken over the market and Sonny Angels are not an exception, since part of the dolls’ charm is that buyers aren’t entirely sure which doll they’ll get when they open the box. In an interview published by The New York Times, Judy Gao, a Sonny Angels collector, shared that finding friends who shared her love for Sonny Angels was healing her inner child. According to the clinical journal Emotion, “Nostalgia, a sentimental longing or wistful affection for the past, is a predominantly positive and social emotion. Recent evidence suggests that nostalgia maintains psychological comfort.”
During my research, I have learned the importance of dolls and how they can be therapeutic. It was proven that dolls may help when managing loneliness, attachment issues, and grief. Nicole Artz, LMFT shared in an interview that she believes loneliness may play a role in Sonny Angels’ popularity. She also talked about how Gen Z—the group predominantly sharing #sonnyangels videos on TikTok—are digitally well-connected, yet experience high rates of loneliness and isolation. Even though these figurines are helpful for some patients, they should not be used as a replacement for real-world interactions or mental support.
After researching, I still have questions as to why Sonny Angels are considered comfort toys. For me, it is quite different having a stuffed animal from having a figurine. Stuffed animals have been proven by psychologists to be beneficial, since they can provide safety and comfort. Clinical psychologist and pediatrician Donald Winnicott coined the term “transitional object,” which can be referred to as comfort objects that can ease our separation anxiety and help us feel less lonely.
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While I understand the concept of stuffed animals and how they can be comfort toys, Sonny Angels are just figurines presented as “tiny boyfriends.” They are meant to be playful and whimsical, and part of that is their little bare bodies. Their small penises also raise questions while their appearance aims to embody freedom from material distractions. Yet, they are a material distraction themselves because people are traveling to buy these. They are spending a ridiculous amount of money to collect these rare unique dolls, and even on clothing to hide their naked bodies. Slowly, this is becoming a replacement for real-world things and mental health can be affected. While it is good to have hobbies and collect things that may bring happiness, everything should be a conscious and moderated choice.