Monday, May 19, 2014

Sonny Angel 10th Anniversary Celebration

2014 Sonny Angel 10th Anniversary Celebration
Born on 15th May 2004, Sonny Angel is 10 years old in 2014. Having evolved progressively in size, texture, color, quality and design, there is much to celebrate. Spectacular Limited Edition Sonny Angels are created to commemorate the decade milestone, including a long-awaited Sonny Angel 10th Anniversary Complete Guide Book, which will list details of releases of all 21 series (304 designs) so far. Both new and veteran Sonny Angel collectors are waiting with bated breath for this exhaustively researched and full color must-have pictorial manual. 

Currently, Sonny Angel is promoted by Le Angel Pte Ltd ( Singapore) for the pre-launch. Le Angel Sdn Bhd is being incorporated and will distribute Sonny Angel in Malaysia from launch date. Sonny Angels are available through promo-retail points at Paradigm Mall (PJ) and 1Utama(PJ), and from specialty retail stores in major cities in Penang and Johore Bahru upon launch.

Sonny Angel Product Background : He May Bring You Happiness 
In 2004, Dreams Inc. Japan, created Sonny Angel, with the intention of it being a companion to the Office Ladies (OL). Originally standing at 8”, the Sonny Angel figurine was meant to be placed at home, accompany the OLs upon their return from work. Gradually, it has evolved to the current popular 2” collectible figurine that can be carried anywhere, and enjoyed from wherever the collector may venture.

The original Sonny Angel has movable arms and legs (pose-able) with soft baby-smelling skin and comes in his birthday suit! His birthday is on 15th May.  It is now a Collector’s item worldwide. Malaysia has launched Sonny Angel on the 15th May 2014 recently. 

Sonny Angels are found in many countries worldwide, including USA, UK, France, Poland, Taiwan, South Korea, Hong Kong, Singapore, Indonesia, Thailand, Israel, Australia, New Zealand, Brazil, Italy, Belgium, Netherlands, Spain, Portugal, Scandinavia, and Luxembourg.

The Concept Of Buying Sonny Angel
Sonny Angels are sold in a blind box with no indication of which angel is within the box.
Whilst the collector may choose any of the 8 Standard or Limited Edition version/series, there is no way of knowing if the targeted angel is within the box unless the whole 12 angel set is purchased.

The blind box concept is wrapped with the element of “surprise”, so the mystery of which angel the collectors will receive is revealed only upon opening the box and sealed foil wrapper.

“Secret Angels” and “Robbys”
As there may be “Secret Angels” and “Robby” hidden in random boxes, it is mandatory that the retailers sell the product in this blind box concept.

There will be a coveted “Secret Angel” and “Robby” in every version/series. They are, however, very rare and command a high premium; and each version/series has a different “Secret Angel” and “Robby” of its own.

Sonny Angel collectors pray hard for a “Secret Angel” or “Robby” before opening a box. Elynn and Val of VanityTrove kept asking me to open my "Secret Angel" to reveal the surprise mystery I got from them. Haha...I slowly open it and got myself the 'Hydrange' under the 'Flower Series', where all of them think it looks cute and lovely, I totally agreed with that. There's no doubt about it. All of us felt really excited and motivated with the cutie, lovely opening ceremony of our own "Secret Angels", the lucky draws threw by Ben and generous goodies given to all of us.

Unique Features of Sonny Angels 
When you observe carefully the individual Sonny Angel, you realize that they are “lively’ in their expressions, and every expression is slightly different!

Each Sonny Angel’s facial feature and headgear is artistically hand-painted thus the lively expression. Every eye line, lash, eye sparkle, smile and blush is not identical.  And each hairline and headgear perimeter may be slightly irregular, much like human make-up. These factors make each Sonny Angel unique.

Similarly, when you observe their posture, whilst they appear uniformly carbon-copied at first, upon closer inspection, you may notice a slight tilt or “swagger’ in some of them.  This unique feature is keenly observed by very sharp-eye collectors who are even able to tell 2 Sonny Angels with the same headgear apart and value each for their ‘finger-print” difference.

Charity Outreach in Malaysia : Sonny Angel Care And Share Program 
Presently, only in Malaysia, for every Sonny Angel purchased, RM1 is set aside for charity. This philosophy is in line with Sonny Angel Malaysia’s vision of caring and sharing for society, with the hope of bringing some cheer and happiness back to our world. 

On 8th February 2014, Sonny Angel Malaysia conducted the first charity outreach to SHELTER 1 and SHELTER 2 to homes for troubled children from ages 4 to 13, and from ages 14 to 18, respectively. I like the charity drive run by Sonny Angels Team, keep up the good deeds spirit going and running for long. Bravo Ben!

Each resident in these 2 homes were given gifts of foodstuff, ang-pows,  a Sonny Angel each and cash donations given personally by Sonny Angel volunteers (who are Sonny Angel collectors sharing the same vision. Alongside the gifts, some happy sharing about positive outlook of life and fun activities with Sonny Angels were enjoyed with the residents.

Sonny Angel Malaysia plans to conduct such charity outreaches twice a year.  The next round is targeted at September/October period. Customers may share with them their charities of choice and they will endeavour to liaise with them. Check out their Facebook page for more updates and promotion.


  1. Replies
    1. Haha...Uncle Ben really did his best to make everyone happy and he deserves a nice picture to remember him!