(Bloomberg Businessweek) -- In Adi Sharpe’s spare bedroom in Athens, Georgia, a display case houses more than 100 tiny baby figurines known as Sonny Angels. Another shelf is filled with glow-in ...

The platform is awash with clips of millennial women showing off their collections of Labubus - plush toys that look like elves - and plastic figurines called Sonny Angels that 'bring you happiness'.