Blind Box Collecting in the Philippines: Sonny Angels, Smiski, and the Thrill of the Surprise

By Jannah Yap, Simpol Team |

May 19, 2025

Little joys, big smiles. There’s something oddly comforting about lining up these tiny Sonny Angel animal figures — like a roll call for your inner child. You never know which one you’ll get, and somehow… that’s the best part. Which one’s your favorite from the bunch?

It started with a tiny cat dressed as a sushi roll.
We didn’t mean to collect them. But after picking up our first Mofusand blind box at a Pop Mart pop-up in SM Mall of Asia, we were hooked. There’s something oddly comforting about the suspense—the gentle tearing of foil, the soft rattle before the reveal. That thrill of “what if?” turned into a habit. And we’re not alone.

The Rise of Blind Box Toys

These miniature, meticulously designed toys, hidden in identical packaging to preserve the thrill of chance, have evolved from novelty to obsession. Fueled by nostalgia, social media, and the psychology of reward-seeking, blind boxes have become a multi-billion-dollar industry worldwide.

The modern craze traces its roots to China, with brands like Pop Mart mastering the art of scarcity and surprise. Meanwhile, Japan’s Sonny Angel and Smiski lines carved out global followings for their gentle whimsy and collectible charm. These toys may be small, but the emotional payoff? Huge.

The Filipino Collector’s Scene

In the Philippines, blind box collecting has grown into a joyful subculture. Enthusiasts hunt for rare figures online, trade with fellow collectors in Facebook groups, and unbox new releases on TikTok and Instagram.

One of the most visible collectors? Actress Marian Rivera.
She’s proudly shared her shelves lined with Pop Mart’s Molly and Dimoo figures, including rare collabs with Van Gogh and Jean-Michel Basquiat. Seeing someone so familiar find joy in these tiny figures just makes the hobby feel more relatable.

Today, we pick up new boxes from Pop Mart pop-ups at SM MOA, browse official stock at Fully Booked, or join restock alerts on Shopee. Some of us buy for the art. Others, for comfort. And for many, it’s a quiet ritual to look forward to after a long day.

What’s Hot in 2025

While characters like Labubu have cooled in hype, these are the favorites currently flying off Manila shelves:

Sonny Angel – Cherub-faced icons with fruit, animal, or dessert headgear. Cute, minimal, and widely adored.
Smiski – Glow-in-the-dark gremlins that hide on bookshelves or desks. Each one’s in a quirky pose—from stretching to sleeping.
Pucky – Dreamlike creatures in imaginative, whimsical costumes.
Crybaby – Newer to the scene, with big teary eyes and emotional designs that hit the feels.
Molly – The classic. Stylish, pouty, and beloved across generations.

These toys aren’t just “cute”—they speak to our moods, our routines, and even our healing.

That “Isa Pa Nga” Feeling

So why do we keep opening just one more box?

At the heart of blind box collecting is anticipation—a dopamine-fueled thrill that lights up our brains in the same way slot machines or scratch-off tickets do. It’s not just about what we get. It’s about the moment before the reveal.

There’s also nostalgia. We remember the joy of pulling a rare Pokémon card, finding a toy inside our Jollibee Kids Meal, or trading stickers in elementary school. These figures reconnect us with the tiny pleasures of childhood—without needing a screen or a scroll.

And then there’s the completionist itch. Psychologists call it the Zeigarnik Effect—that nagging need to finish a set once we’ve started. Toy brands feed this by including rare “chase” figures. And honestly? It works. We feel it, too.

A Hobby Meant to Be Shared

Blind boxes are about more than just what’s inside. They’ve become a way for us to connect.

We tag each other in unboxing reels. We trade duplicates on Facebook. We comment with heart emojis when someone scores a rare pull. We build shelves not just to display the toys—but to show the joy they brought us.

It’s a gentle, low-stakes hobby. Something soft to hold onto in a fast-paced world.

Maybe the magic isn’t in what we pull—it’s in the pause before.
That breathless moment where wonder, excitement, and imagination meet.

That’s the real prize. And maybe, just maybe, that’s enough.

Where to Buy Authentic Blind Box Toys in the Philippines

Here are official stores and outlets you can trust:

Pop Mart Philippines