The Sanrio villagers aren't really my thing, to be honest. If I had to pick one though it would be Chai because I like animals with unique designs or aspects to their designs and I like the teacup and saucer on her head.
Étoile is probably second because she has the strongest design of the rest of them in my opinion. Rilla in third place because, as opposed to seemingly a lot of people, I like the Gorilla villagers. Marty in fourth because he's a pretty inoffensive, if bland, bear and he has a little hat. Toby after him by process of elimination because there's nothing I really like about his design but he's not bad. Chelsea in last place because I dislike her; her model looks overdesigned in an effort to make something cute and ends up not looking good.
Toby is my favorite, followed by Chai! I love their designs, the boy has nice eyes, and their interior is wonderful. Usually, I’m not a big fan of these characters, because they’re related to something that exists in real life, especially the gorilla, but I close my eyes for these two and I do as I don’t know the brand they are related to.
I really like Étoile, her design is just the best of all of them and her items are also the best ones
I also like Chai and Chelsea, but Étoile is def my fav!
Etoile and Marty are my favs! plus their furniture + clothes are so cute !! I do like chai & the cinnamoroll stuff too but not as much as the other two
I didn't really know that much about Sanrio when they first rolled out, so I didn't really care for any of them, but over the years Marty has grown on me.