Dreams Inc. | Sonny Angel | Smiski: Toru Soeya
Learn more →One man who invented healing in a box. In 1996 Toru Soeya founded Dreams Inc. in Tokyo with a single mission: relief from mental fatigue. Joy in the hands, healing in the heart. The first product was a glowing bath duck — 500,000 units in a year, and the design entered the MoMA collection. Then came Sonny Angel (2004) — a cherubic boy with a themed headdress, designed as a “little boy” watching over working women. Then Smiski (2015) — mysterious creatures glowing in the dark, hiding in the corners of your home, visible only once you turn off the light. Then Cable Bites, Coink, a café au lait café in Tokyo, a clothing brand. Every project grows from the same soil: it's not about function — it's about feeling better just from the sight of it.