Mystery boxes, exclusive editions and a large community of fans: Sonny Angel collectible dolls are all popular on social networks. However, the unique properties of this product can “encourage the development of dependence,” warns Adele Morfano, an assistant professor at the University of Sherbrooke's Faculty of Medicine and an addiction researcher.
Sonny angels It was created in 2004 by Toru Soya, a Japanese designer and founder of a game distribution company dreams. Sold in series, they feature disguises that vary according to theme: fruits, sea animals, sweets, flowers and more.
Sonny Angel's packaging is particularly attractive. These dolls are sold in an opaque box, and are purchased by customers without knowing which figurine they are opening. “It's a nice surprise effect when you open a box,” says Alison Lessard, who started her collection in 2018.
Increasingly popular
Although they were created 20 years ago, Sonny Angels are gaining popularity in 2022. And now, on Tik Tok, videos in which collectors reveal their purchases accumulate thousands of likes.
About 100 Sonny sales and trade groups are active on Facebook, and several channels have been set up on online chat platforms, such as Reddit. “I think you can make friends easily[thanks to SonnyAngel]“Because they are mystery boxes, they allow people to exchange with each other, because they don't have the boxes they want,” says Leon Wenzhou, a SonnyAngel collector since 2017 and now a SonnyAngelUSA ambassador. treeuxparcequ'ilsn'ontpasceuxqu'ilsveulent »confieYunuenChocollectionneusedeSonnyAngeldepuis2017etmaintenantambassadricepourSonnyAngelUSA[بفضلSonnyAngelيقوليونوينتشو،جامعمنتجاتSonnyAngelمنذعام2017وهوالآنسفيرشركةSonnyAngelUSA:”نظرًالأنهاصناديقغامضة،فهيتسمحللأشخاصبالتبادلمعبعضهمالبعض،لأنهملايملكونالصناديقالتييريدونها”[grâceauxSonnyAngelCommecesontdesboitesmystèresçapermetauxgensd’échangerentreeuxparcequ’ilsn’ontpasceuxqu’ilsveulent »confieYunuenChocollectionneusedeSonnyAngeldepuis2017etmaintenantambassadricepourSonnyAngelUSA
The mystical aspect of these dolls adds “suspense” to the consumer experience, according to Sandrine Brom-Tipp, professor of digital marketing at UQAM. This feeling increases people's desire to “try their luck”, as they seek the pleasure that opening these boxes brings them.
Alexis Perron-Brault, Professor of Marketing at UQAM, raises the question of the ethical issues behind this strategy with “detrimental” and even “detrimental” effects on buyers.
Are you addicted to Sony Angel?
Just like the Sonnys, certain objects in video games are presented in the form of a mystery box. According to Adele Morfano, the element of serendipity provides instant gratification when it comes to opening a mysterious box and discovering the rare item inside.
In his view, there are “common characteristics” between video game addiction and Sony Angels.
She also asserts that an existing sense of community and belonging builds customer loyalty. This social aspect where Sonny's fans participate in online exchanges and forums feeds the desire for the product through a desire to be “accepted and included” by their peers.
“It is all its characteristics that will make it have more or less addictive power.”
Adele Morfano
As for UQAM marketing professor Alexis Perron Brault, he thinks the word “follower” sounds “a bit strong.” He points out that these tactics make customers more likely to overconsume, rather than rely on them Sonny Angel.
