Why Do People Love This Tiny Doll?

Last Sunday, about 150 people gathered in Washington Square Park in Lower Manhattan to buy, sell, trade and fawn over dolls known as Sonny Angels.

The attendees — mostly in their 20s and mostly female — toted the dolls in clear plastic bags from the Japanese dollar store Daiso or spread them out on blankets for others to admire and haggle over. At least one enthusiast was in search of a doll who wears bok choy as a hat.

Sonny Angel is the name of a fictitious 2-year-old cherub designed to be a tiny companion for working women in their mid-20s dealing with the stresses of adulthood. He was created by Toru Soeya, a Japanese toy designer who lent his nickname “Sonny” to the character.

Each doll has angel wings and colorful headgear. Some wear full outfits, but most are without pants and bear a striking resemblance to a Kewpie doll. The most popular size of Sonny Angel is just under three inches and costs about $10. The dolls are sold individually in themed collections that include animals, vegetables, fruits and flowers.

Sonny Angel dolls have been on the market since 2005 but have become more popular recently. On TikTok, #sonnyangel has amassed over 95 million views. Bella Hadid posted a photo of a wall of Sonny Angels to her Instagram earlier this year.