What is the rarest and most expensive Sonny Angel and can I make money from the mystery bags?
IF you’ve scrolled through Instagram recently, chances are you’ve come across a little naked cherub donning a watermelon hat, or maybe a tiger cap.
Those are Sonny Angels, and the world’s absolutely hooked on these pint-sized collectibles. Here’s what they are and how much they’ll set you back.
What is the deal with Sonny Angel?
Picture a cherub, minus the wings, wearing a quirky hat shaped like anything from a bunny to a bunch of grapes.
That’s pretty much the vibe of a Sonny Angel.
Dreamt up by the Japanese company Dreams, Inc. back in 2004, these adorable little figures have been winning hearts for nearly 20 years, and they’ve made quite the comeback.
They’re inspired by the classic Kewpie doll (yep, the one on the mayo jar), and have that same round-cheeked, wide-eyed charm.
The original creator, Toru ‘Sonny’ Soeya, actually designed them as pocket boyfriends for young working women in Japan.
Though honestly, they feel more like tiny baby mates who follow you around silently, gazing up at you with a goofy hat and pure devotion.
What’s more, they come in blind boxes so you’ve no clue which one you’re getting until you open it.
It’s a bit like a lucky dip, only far more adorable.
That element of surprise is half the fun (and probably why they’re so devilishly addictive to collect).
Speaking to Good Housekeeping, Jackie Bonheim, Director of Marketing at Dreams USA, Inc, said: “I guess when you think of Cupid, we always stylise him with a little ribbon or something, but Toru Soeya let Sonny Angel just kind of be himself, and I think he’s so wholesome and cute.”
The website describes it as a “little angel boy who wears headgear, will continue to watch over you, give healing, and give more smiles to all of us in the world”.
It adds: “He is always by your side to make you smile. Sonny Angel will provide healing moments in your everyday life.
“He is a welcome sight at the entrance to your home, next to your bed, on your desk and so many other places.”
How collectible are Sonny Angels?
There’s something deeply nostalgic about the charm of Sonny Angel dolls.
Their sweet, round little faces have a way of tugging at your heartstrings, taking you back to a time when life was simpler, when your biggest worry might’ve been choosing the right hat for your toy.
But it’s not just their cuteness that’s got everyone obsessed.
Thanks to a wave of TikTok-fuelled hype and a few well-placed celebrity shoutouts, Sonny Angels have become the latest craze to hit the ever-growing kidult toy scene.
Like with any collectible, such as TY Babies and Jellycat soft toys, some Sonny Angels are rarer than others, adding to the excitement (and the chase) for fans.
Chloe Day, for example, has a whopping £8,000 ($10,600) worth of Jellycat toys now.
While a Snowy Bear Jellycat can be worth up to £1,200 ($1,600) because of its scarcity.
Unfortunately, that means a bunch of fakes are going around, and some stores have even been looted.
But these tiny three-inch plastic figurines usually retail for around £15 and up.
When it comes to the ultra-rare Sonny Angels figures, like the legendary Golden Pig, prices can skyrocket.
On resale sites like eBay, some of these coveted dolls have gone for over £2,000 ($2,653).
Secret figures
Every Sonny Angel series includes a few ultra-rare ‘secret’ figures tucked away in random boxes, and for collectors, they’re the absolute Holy Grail.
Scoring one feels a bit like winning the lottery, except instead of cash, you walk away with a tiny plastic cherub in a novelty hat.
One of the best places to find collectibles can be eBay.
At the time of writing, a Cock Strawberry Chocolate and a Koala Bitter Chocolate Sonny Angel were each selling for £163.30 ($216.63) and shipped from Japan.
Limited editions
Ever heard of the special Sonny Angels that are only around for a short while?
These limited-edition releases, which tend to be tied to anniversaries or exclusive collabs, can vanish quickly, and they’re absolute gold dust in the resale market.
Collectors go wild for them, and prices can shoot up fast once they’re gone from the shelves.
In February 2025, Sonny Angel announced the return of the beloved Cherry Blossom Series after three years.
Inspired by hanami, the beloved Japanese tradition of welcoming spring beneath blooming cherry blossom trees, the series captures Sonny Angel in a rare, seated pose.
With his hands resting on his cheeks and his eyes gazing dreamily upward at the falling sakura petals, it’s a sweet little moment of calm and wonder in miniature form.
A limited edition Clover Rabbit figurine is selling for £149.47 ($198.28) on eBay.
Robby Angels
Robby Angels are even rarer than the secret Sonny figures, and no one’s entirely sure why people are so obsessed with these odd little half-dog, half-mouse creatures.
Maybe it’s the mystery, maybe it’s the quirk factor, but whatever it is, there’s no denying they’re one of the most sought-after finds in the Sonny Angel world.
There was only one Robby Angel we could find on eBay and it was selling for £111.28 ($147.62).
Its creators describe them as “a good friend of Sonny Angel”.
They add: “He can change his body color at any time, like a chameleon, and he likes to dress up. Robby often imitates the style of the Sonny Angel in the series in which he is found.”
What are Sonny Angel mystery bags and blind boxes?
Sonny Angel uses what’s known as blind box packaging, meaning you won’t know which figure you’re getting until you’ve bought it and opened it up.
It’s all part of the fun (and the frustration, if you’re hunting for a specific one).
According to their website, each series includes one or more “secret figures” that are randomly hidden in some boxes, which are gems for collectors.
And then there are the ultra-exclusive versions, with only 10, 50, or 100 ever made.
Those are the top pieces as they are rare, mysterious, and nearly impossible to find.