From adorable three-inch cherubs sporting silly hats called Sonny Angels to miniature glow-in-the-dark ghost figurines known as Smiskis, blind box collectibles are taking over the shelves and desks of teenagers and young adults everywhere.
With thousands of consumers eagerly paying anywhere from an average of $12 to hundreds of dollars, depending on the rarity of the figurine, this raises the question: why are people willing to spend money on these seemingly useless collectibles? The simplest answer might lie in Sonny Angel’s official slogan: “He may bring you happiness.”
One key factor fueling this trend is nostalgia-fueled consumerism, as many young adults in their early to mid-twenties try to “heal” their inner child by purchasing collectibles that remind them of their childhood. However, many of the most popular figurines, such as Sonny Angels and Smiskis, weren’t a part of Gen Z’s experiences when they were children. Therefore, instead of nostalgia that causes adults to reclaim items from their childhood, this phenomenon revolves around pursuing the feeling these particle collectibles evoke.
This urge to buy items that satisfy emotional desires is also the root of retail therapy, which is shopping to improve the buyer’s mood. This mindset justifies purchasing things you want, but don’t necessarily need, solely for the emotion the product evokes. As a result, companies that produce these blind box collectibles have taken advantage of this consumer mindset, manufacturing products aimed at evoking a sense of nostalgia.
Despite their resemblance to children’s toys, Dreams Co Inc., the Japanese toy company that manufactures and distributes Sonny Angels and Smiskis, recognizes their primary audience is actually women in their twenties. Research studies on blind box consumers have shown that 62% of buyers are female, mostly between the ages of 18 and 35 years old.
Women, and young adults in general, in this age demographic are often in a transitional phase, having recently gained the responsibility to make their own financial decisions yet lacking the knowledge and experience to spend wisely, according to the National Endowment of Financial Education. Collectible companies are exploiting this uncertainty and inexperience, appealing to the nostalgia of young adults for their childhood while encouraging impulsive buying through blind boxes.
Moreover, the excitement of unboxing blind boxes plays a significant role in the growing popularity of these collectibles. Sonny Angels and Smiskis aren’t the first blind box collectible toys catered toward young adults; this trend has existed for years. Starting with Littlest Pet Shop (1992), to Shopkins (2014) and Hatchimals (2016), and now Sonny Angels and Smiskis, mystery box collectibles have always been a part of Gen Z’s life.
Although they have been produced since the early 2000s, Sonny Angels and Smiskis have seen a recent surge in popularity largely driven by platforms like TikTok and Instagram. On TikTok, the hashtag #SonnyAngel gained over 95 million views, demonstrating the significant impact of social media on consumer trends.
As young adults navigate the beginnings of adulthood, these collectibles, reminiscent of childhood toys, provide a sense of comfort and joy, allowing them to remember the simpler times of their adolescent years. Ultimately, the rise of blind box collectibles like Smiskis and Sonny Angels is more than just a trend; it’s a reflection of a generation facing the unfamiliar complexities of adulthood while cherishing their childhood memories. It reminds us that sometimes, it’s the little things in life that bring us happiness.
