Trinkets, or small collectibles, have been taking the hearts of 20-year-olds for the past couple of years. Mystery blind boxes composed of small figurines have elicited a feeling of excitement and joy amongst teenagers and adults alike. The popular slogan “collect them all” advises consumers to do just that, subsequently promoting intended audiences to buy more mystery boxes to complete the intended set, or to branch out to other sets. Collectible “blind” boxes like Sonny Angels and Smiskis are among the most popular, garnering attention from all over the globe. From a Cat Life to a Cherry Blossom series, it’s hard to find a collection that wouldn’t cater to your interests, further adding to its appeal. Sonny Angels can be described as little naked angel babies that are differentiated with different accessories on each figurine, creating variety and diversity. Evident by its name, the Cat Life series is the “cat” version of the babies, with different breeds and colors of cats to collect, creating a fun twist compared to the original. Smiskis, often considered a counterpart of Sonny Angels, are collectible glow-in-the-dark collectible figurines, where they are simply described as “creatures”. Dreams Inc, the corporation that owns Sonny Angel and Smiski, have not stayed dormant – instead, they continue to seek out innovative ideas to further appeal to its increasing audience.
But how have these intricate trinkets garnered such a cult-like following? Is it the various collections available that are the origin of popularity? Is it the whimsical features of the figures that add joy to our everyday lives? Those are all factors that contribute to the bigger picture of popularity, but one word perfectly encapsulates the true root of its popularity – marketing. The first thing these companies do is make it an exciting experience. The term “blind box” explains it all; we are “blind” to what we receive in the box. These figures generally come wrapped in plastic, ready to be ripped open. This said unboxing releases dopamine that makes you want to open more and more. The surprise and anticipation of opening a sealed box create excitement and pleasure. Additionally, these figures play into that emotion factor well, adding a level of nostalgia, specifically targeting women in their 20s to have them reminisce on their childhood. Opening these blind boxes can be compared to that nostalgic feel of opening presents on Christmas, or even reaching inside your Happy Meal to reveal the toy. Overall, the hyperfixation on these minuscule figures stem from a strategic marketing ploy that is evidently working, with millions of Sonny Angels and Smiskis sold worldwide and revenues exceeding $5 million in late 2024. Social media has helped garner this attention, with hauls and unboxing videos scattered around apps like TikTok and Instagram. This worldwide attention towards collectible trinkets will seem to thrive for years beyond, with the introduction of new varieties – you’ll never seem to get bored.
