Dreams Inc.
Creators of Kawaii Healing: Sonny Angel & SMISKI
Discover Dreams Inc., the Japanese creator of kawaii healing toys like Sonny Angel and SMISKI. Explore their history, product lines, and global presence.
Overview
Dreams Inc. is a Japanese creative company and toy manufacturer specializing in kawaii collectibles, blind box mini-figures, and lifestyle goods that deliver "healing" and everyday joy. Founded in 1996, the brand is best known for two iconic lines: Sonny Angel (a cherub boy in various headgear, symbolizing smiles and comfort) and SMISKI (mysterious glow-in-the-dark creatures that hide in corners).
Dreams Inc. emphasizes cute, whimsical designs with emotional resonance, blending Japanese aesthetics with global appeal. Products are sold in blind boxes, straps, plush, and accessories, targeting collectors, gift buyers, and fans of healing/therapeutic toys. In 2026, the company continues strong growth with joint flagship stores (e.g., SONIANDSMI in Tokyo), new series releases, and expanding international presence via official online stores and partners.
History & Background
Dreams Inc. was founded on May 30, 1996, in Tokyo, Japan, by Toru Soeya (CEO). Starting as a manufacturer and wholesaler of interior goods, apparel, and variety items, the company evolved into a collectibles powerhouse.
Key milestones:
- 2004: Launch of Sonny Angel (inspired by Kewpie dolls, starting as larger figures before mini blind-box format).
- 2015: Introduction of SMISKI (glow-in-the-dark corner-hiding creatures).
- 2010s–2020s: Rapid global expansion through blind box popularity, official stores in Japan and overseas (e.g., Dreams USA), and collaborations.
- 2025–2026: Opening of first joint Sonny Angel & SMISKI flagship store (SONIANDSMI in Shibuya, Tokyo), 10th anniversary celebrations for SMISKI, new strap series, and ongoing releases like Happy Bag 2026 (Year of the Horse theme).
Headquartered in Takadanobaba, Shinjuku-ku, Tokyo (HATTATSU Building), Dreams Inc. focuses on safe, high-quality manufacturing from concept to production.
Product Categories
Blind Box Mini-Figures
Core collectible format: Surprise mini-figures in sealed boxes, with common, rare, and secret variants.
Strap Accessories & Keychains
Portable versions (e.g., SMISKI Strap Series) for bags, keys, or phones.
Plush & Soft Toys
Huggable plush figures and pendants (e.g., SMISKI Plush, Sonny Angel plush variants).
Display & Lifestyle Items
Acrylic cases, zipper pouches, towels, digital calendars, and themed accessories.
Other Collectibles
Limited editions, seasonal series, and licensed/collaboration items.
Major Product Lines
Dreams Inc. revolves around its flagship characters:
- Sonny Angel (cherub boy with headgear: animals, fruits, holidays, zodiac; 650+ kinds including mini-figures, straps, plush).
- SMISKI (glow-in-the-dark hiding creatures: Living Series, Birthday Series, Hippers, Strap Accessories Vol. 3 in 2026).
- Happy Bag (annual lucky bags with exclusive items, e.g., 2026 Year of the Horse tote + mini-figures).
- Others (e.g., SMISKI Touch Light, Sonny Angel Acrylic Display Case, seasonal themes like Strawberry Love or Cherry Blossom).
Releases feature monthly/seasonal drops, blind box series, and anniversary specials.
Key Franchises & Licenses
Dreams Inc. primarily creates original IP with emotional, healing themes:
- Sonny Angel (core original: little angel boy for daily smiles).
- SMISKI (original: curious corner creatures that glow mysteriously).
Occasional licensed products and collabs (e.g., zodiac themes, seasonal crossovers), but focus remains on in-house characters.
Global Presence
Headquartered in Tokyo, Japan, Dreams Inc. operates worldwide through:
- Official sites: sonnyangel.com, smiski.com, dreams6.com (global info).
- Regional online stores: sonnyangelusa.com (USA), others in Europe/Asia.
- Physical stores: Joint SONIANDSMI flagship in Shibuya, Tokyo; authorized dealers in USA (e.g., Pop Mart crossovers, specialty shops), Japan (Loft, Animate), and global partners.
- Strongest in Japan, USA, Korea (Dreams Korea Co., Ltd.), with growing blind box popularity in Europe and Asia.
Market Position & Collectibility
Dreams Inc. holds a premium niche in the kawaii/healing toy segment, competing with POP MART (blind boxes) but standing out for gentle, therapeutic designs and glow-in-dark innovation. Appeals to kidults, gift buyers, and collectors seeking emotional comfort.
- Pricing: Blind boxes $10–$20 USD, straps/plush $15–$50+, limited sets higher.
- High demand for rare/secret variants and seasonal exclusives (resale on eBay/StockX).
- 2026 trends: Anniversary boosts, joint stores, and viral social media (TikTok/Instagram) drive collectibility.
Why Collect Dreams Inc.?
Collectors choose Dreams Inc. for:
- Healing and joyful designs (Sonny Angel's smiles, SMISKI's mysterious comfort).
- Blind box surprise + glow-in-dark magic.
- Endless variety (650+ Sonny Angel kinds, evolving SMISKI series).
- Strong community and storytelling (daily life companions).
- Good resale/appreciation for limited editions.
- Affordable entry with premium feel.
Dreams Inc. brings gentle wonder and emotional warmth to collections.
Where to Buy
Products available through:
- Official sites (sonnyangel.com, smiski.com, sonnyangelusa.com for USA).
- Joint flagship: SONIANDSMI (Shibuya, Tokyo).
- Authorized retailers (Pop Mart, specialty shops like Strangecat Toys, Animate, Loft in Japan).
- Online platforms (Amazon authorized sellers, BigBadToyStore for select items).
- Secondary markets for rares (eBay, collector forums).
Check official sites for new drops, price revisions, and authenticity warnings (counterfeits common).