When Rose O’Neill created the Kewpie dolls in 1909, she could never have imagined that almost 120 years later young people would go crazy to get a similar doll to decorate their cell phone. To understand the Sonny Angel, Labubu or Sylvanian craze , one must first understand kawaii: the literal translation from Japanese does not exist, but it would be something between cute and cuddly, and involves a whole concept around the taste for cute things. Although these small and adorable dolls were originally intended for children, the curious thing is that they have ended up becoming popular among people in their twenties and thirties who have sold out of stock during the final months of 2024.
The difference between real and fake is sometimes difficult to find, and perhaps the only reference may be the price, as they can be worth from 4 or 5 € to 20 €.
Sugoi Station
When we talk about Japanese culture in Madrid, Sugoi Station is a reference. This Japanese supermarket, in addition to traditional products, offers collectible figures such as Sonny Angel, Smiski and other adorable dolls that represent the kawaii spirit. It is a meeting point for those looking for original and thematic figures in a very Japanese atmosphere.
📍 Location: Leganitos Street, 35 (Downtown)
Embajadores Chinese Court
Known as “the Sonny Angel paradise” in Madrid, according to TikTok, this bazaar offers an impressive variety of collectible dolls. Here you will find everything from classic Sonny Angel to special editions such as Mofusand and Labubu, all at very competitive prices (from 4,99 €). It is the ideal place for those looking for variety and good prices.
📍Location: Calle Embajadores, 104, (Arganzuela)
HolaCaracola
This independent toy store is one of the first official Sonny Angel points of sale in Madrid. Their replenishments are limited and sell out quickly due to high demand. You can also find special editions and other kawaii figures.
📍 Location: calle de Fernández de la Hoz, 40 (Chamberí)
älva for kids
Despite being a children’s store, for generation Z and millennials this boutique is a cult center for collectors of such adorable dolls as the Sonny Angel. Here you can also find figures like the Hippers, ideal for decorating your cell phone, as well as other limited editions. And yes, there are also clothes and toys more focused on the little ones.
📍 Location: Calle de San Andrés, 17, (Downtown)
Yoyoshop
We could say that Yoyoshop was born in the wake of this fashion, which is more than a fashion, it is an established trend. In the heart of Fuencarral, Yoyoshop is an essential place for lovers of collectible figures and the kawaii universe. Here you can find a wide variety of dolls, from the popular Sonny Angel to figures from brands such as Labubu, Smiski and other limited editions of blind boxes, or surprise boxes. They also have exclusive collections that include characters from Sanrio, Disney and Tokidoki.
If you want to spend the afternoon in this pink, blue and neon universe, the upper floor has a large number of hook machines, the kind that used to be at fairs, but with stuffed animals. If you don’t get any, with the purchase of a voucher you get one for free.
📍 Location:92 Fuencarral St. (Malasaña)
Circo KIDS
This children’s concept store combines exclusive design with an eco and solidarity philosophy. In addition to traditional toys, it offers dolls like the Sonny Angel, the adorable Tokidoki figures and limited editions like the Hippers Mofusand. Almost everything they sell would fall into the category of “cuqui”, so if you are the target audience it is difficult to leave without taking something.
📍 Location: Calle de Argensola, 2 (Downtown)