Toru Soeya: The man behind the viral figurine Sonny Angel

You know Sonny Angel but do you know who invented it? Here’s all you need to know about Toru Soeya. 

For twenty years, the cherub-like figurine known as Sonny Angel has amassed a fanbase and grown in popularity. People have now decorated their homes and lined their walls with the smirking little toys. Some like Victoria Beckham even have them on their phones. But who was responsible for the inception of Sonny Angel? Meet Toru Soeya who’s the CEO of Dreams Inc., the toy manufacturer that makes the angelic figurines.

Who invented Sonny Angel? Meet Dreams CEO Toru Soeya, the original “Sonny”

Toru Soeya was born in 1959. He’s had a long history of making toys: back in 1992, he joined Bandai. Yes, that Bandai, the famous toy manufacturer and half of Bandai Namco Entertainment, the video game company responsible for Elden Ring. However, a few years later, Soeya founded Dreams Inc., his very own company, and struck out on his own.

Dreams Inc. would go on to manufacture curious little collectables and trinkets. One of their early products that gained success was their version of the rubber ducky which glowed in the dark providing a more vibey bathtime. Reportedly, it’s one of Soeya’s favourite creations. 

It wasn’t until 2004 when Soeya came up with the concept of a toy that would go on to be a viral sensation.

The invention of Sonny

Inspired by the Kewpie baby, Soeya created Sonny Angel with the same cherub-like figures and named it after his own nickname, Sonny. Soeya wanted the figure to give joy and relief to stressed young Japanese women. He even called them “pocket boyfriends”, an odd description considering the figurine is… well, that of a baby. In an interview with Vox, Dreams marketing director Jackie Bonheim clarifies that the appeal is platonic and wholly based on cuteness. 

The appeal was undeniable and the popularity of the dolls took off, but it was until recently that the dolls have gotten traction on the internet. Soon, celebrities like Victoria Beckham and Bella Hadid had Sonny Angels themselves. Even the American sketch comedy show Saturday Night Live had a whole sketch with Dua Lipa that revolved around Sonny Angel. 

Dreams and beyond

Though the success of Sonny Angel is undeniable, Soeya isn’t focusing solely on them. His goal with Dreams is to make things “that will be loved for a long time”. In an interview with Keizakai translated by Lovely Little House, Soeya said, “I think that we were able to capture the hearts of many people because we designed the product as a product that heals just by looking at it, with functions being secondary and tertiary.” 

A cursory glance at what Dreams offers proves Soeya has stuck to this principle. Adorable figures that “bite” at your charger, a soft plushy friend that cushions your abdomen from your desk when you’re working, and spherical orbs that project planets on your ceiling are just some of the unique things Dreams has made. 

Aside from all these, Soeya has also opened a café and an apparel brand. Clearly, the CEO shows no sign of slowing down. 

(Main and featured images: Dreams)

This story first appeared here.