There's a box on the Älva counter that just won't stop moving. People pick it up, look at it, shake it a little — as if the sound might reveal something. Then they open it. And whatever comes out, there's a reaction: joy, surprise, or that "this again" which actually means they're already thinking about coming back for another one.
That's how surprise figures work. And that's how they've been working in Japan for decades.
From gashapon machines to desks worldwide
It all started in Japan in the 1960s with gashapon machines: you'd put in a coin, turn a crank, and out would pop a capsule with a mysterious figure inside. That simple mechanism — the anticipation, the surprise, the what-it-could-be — has been captivating people of all ages for sixty years. What has changed is the format and the reach.
Today, Sonny Angel and Smiski are produced by Dreams Inc., a Japanese company whose mission is to bring joy and well-being to people. From Tokyo to Madrid, from Asian markets to office desks, backpacks, and shelves around the world.
TikTok changed everything
The jump to the West has a name: TikTok. Unboxing videos — that new word for something as old as opening a gift — multiplied, turning Sonny Angel and Smiski into two of the most desired objects of recent years. Watching someone open a box, the expectation, the reaction... it's almost as captivating as opening it yourself. If you want to see ours, you'll find us on TikTok as @alvaforkids.
Sonny Angel and Smiski: two personalities, one addiction
Sonny Angel debuted in 2004: a naked baby angel, known for his themed hats — fruits, animals, everyday objects. Each series has its own figures and there are always one or two "secret" ones with a very low chance of appearing — these are the most sought-after, the most traded.
Smiski arrived later, with a different energy: small phosphorescent green creatures that appear in the corners of your house doing everyday, absurd things — from exercising to hanging upside down. They charge with light and glow in the dark. They're hard not to love.
The community that forms around them
What turns these figures into a phenomenon and not just another toy is what happens outside the box. On social media, there are huge communities dedicated to showcasing collections, organizing exchanges, and celebrating when someone gets a secret figure. The fact that they can be hung from phones or backpacks makes them a constant conversation starter — "is that a Smiski?" unites strangers in any city in the world.
And then there's the traveler's ritual: some collectors buy a figure in every city they visit. Not just any souvenir, but a memento with a story — "I got this one in Madrid, in a store in Malasaña."
Beware of fakes
The success of Sonny Angel and Smiski has brought with it something inevitable: a growing market for imitations. The differences are sometimes subtle — the finish, the weight, the colors — but the problem goes beyond quality. A fake figure doesn't have the real randomness, it doesn't have the controlled manufacturing process, and it certainly doesn't have the charm.
At Älva, we are official distributors of Dreams Inc., the Japanese company that manufactures Sonny Angel and Smiski. That means everything you'll find in our store is 100% original, with authentic series and editions. No surprises of the wrong kind.
At Älva, one of the few places in Madrid where you can find them for real
We have different series available and new arrivals fly off the shelves. If you're looking for a specific figure, the best option is to stop by the store or write to us — stock changes constantly.
And if you open your box and get a duplicate, let us know. We have a small stash of figures for exchange. Because the fun is completing the collection, not accumulating three of the same one.
If it's your first time: welcome to the dark side. Nobody stops at just one.