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Jewelpet
The official logo for the Jewelpet franchise in Japan
Created bySanrio
Sega Toys
Original workSanrio Toys
Print publications
Novel(s)Jewelpet: The Fuss in the Jewel Festival!? (2012)
Films and television
Film(s)Jewelpet the Movie: Sweets Dance Princess (2012)
Jewelpet Attack Travel! (2022)
Television seriesJewelpet (2009)
Jewelpet Twinkle☆ (2010)
Jewelpet Sunshine (2011)
Jewelpet Kira☆Deco (2012)
Jewelpet Happiness (2013)
Lady Jewelpet (2014)
Jewelpet: Magical Change (2015)
Audio
Soundtrack(s)Jewelpet: Happy Music (2010)
Jewelpet Twinkle☆: Happy Happy Music (2010)
Jewelpet: Kirapika☆Song (2010)
Jewelpet Sunshine: Happyx3 Music (2011)
Jewelpet The Movie: Sweets Dance Princess Soundtrack (2012)
Original musicSee List of Jewelpet soundtracks
Miscellaneous
Toy(s)Various (including plushes)
ProducerYuko Yamaguchi
Original artwork byMiyuki Okumura
Official Websitehttp://jewelpet.info/

Jewelpet (Japanese: ジュエルペット, Hepburn: Juerupetto) is a Japanese media franchise and toy line created in 2008[1] as a joint venture between Sanrio and Sega Toys, produced by the third character designer of Hello Kitty, Yuko Yamaguchi and illustrated by the character designer of Cinnamoroll, Miyuki Okumura.[2] The franchise was originally launched on January 15, 2008, focusing on animals named after jewels, birthstones and minerals, who can use magic using their eyes.[3]

Due to its success, Sanrio and Sega Toys expanded the Jewelpet franchise overseas. The franchise is currently being licensed by Italian company Giochi Preziosi for its European release.

The official slogan is "Eyes of Jewel that Shine, glittering with Luck and Good Fortune".

Story

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In an antique shop, there was a magical Jewel Box which sat there for centuries and shined in very bright colors. A girl accidentally encountered the box and opened it, causing a strange light to shine and the girl was sucked inside. She was now in a strange new world that shined like jewels. A sign read 'Jewel Land'. The girl was amazed, as everything shone in bright colors and was decorated in all kinds of jewels. At the center of the town, there was a strange tower, also decorated with magical jewels. She went to the tower and went inside.

The girl was greeted by a princess and was happy to see her as she offered her a jewel apple. The girl accepted the gift and the jewel in the girl's hand glowed, magically transforming into a cute animal. The princess said the creature was called a Jewelpet, and each of them live in Jewel Land. However, she also told her the crisis that Jewel Land was facing as the magic was starting to vanish. She told the girl that she must raise that Jewelpet she had into a full-fledged magician.

Each Jewelpet differs from their magical Jewel Eyes and depends on the human partner who awakens them and use magic whenever they need to. They all study magic along with their partners in a special school in Jewel Land for them to become master magicians. The pets and their partners must endure a lot of hardships and even trouble. With each care the human partners give to their Jewelpets, the pets love them back.

For a Jewelpet to become a magician, it must go through rigorous training and studying with their human partners to prevent the crisis in Jewel Land. If the Jewelpet becomes a magician, they'll be rewarded with a magical Jewel Cloak, as a symbol of mastery over its magic.[4]

History

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The Jewelpet franchise debuted on January 15, 2008 as the first collaborative project between Sanrio and Sega Toys.[5] The franchise originally started off with 33 characters, each of them being best sellers during the summer of that year with each toy having internet connectivity capabilities using special passwords.[6] As Jewelpet entered its first year in 2009, the first season of the anime series of the same name premiered.

In February 2010, 600 items of merchandise were all made with over 25 licensed companies for its overseas and domestic expansion.[7] On March 11, 2010, the 34th Jewelpet, Labra, officially debuted. The characters made their official debut as meet able characters in Sanrio Puroland with their first two shows: Throbbing Jewelpet! Magical☆March (ジュエルペットのどきどき!マジカル☆マーチ, Juerupetto no dokidoki! Majikaru ☆ māchi) and Jewelpet and Cinnamon's Future Revolution! (ジュエルペットとシナモンのみらいレボリューション!, Juerupetto to shinamon nomi rai reboryūshon!). In addition, after the characters debuted in Puroland, visitors increased by 17% during the fourth quarter of 2010.[8]

In December 2010, three new Jewelpets officially debuted: Angela, Charotte and Jasper. Charotte and Jasper were both winners of a Jewelpet Design Contest that was held during the airing of Jewelpet Twinkle. In 2011, the Webgurumi website was closed down and was replaced by a new website: Jewel Land Online. In December of that same year, the character Sakuran made its official debut alongside 11 new characters in a new subline called Sweetspets. Sakuran herself is also a winner of the new character design contest that was held during the airing of Jewelpet Sunshine.

On March 31, 2012, two new male Jewelpets debuted: Coal and Granite. Jewel Land Online ended its service that date as well. In June 2012, the Puroland show Jewelpet Kira☆Deco! Musical (ジュエルペット きら☆デコッ!ミュージカル, Juerupetto kira ☆ deko! Myūjikaru) opened in conjunction with the Jewelpet Kira☆Deco! TV series. In August 2012, its first official theatrical film was released in Japanese cinemas with the introduction of the 13th Sweetspet, Gumimin. However, the film proved to be a failure at the box office.

In the January 2013 Issue of Pucchigumi magazine, the 40th Jewelpet, Rossa was officially revealed.[9] In 2014, the 41st Jewelpet, Luea, was also revealed and in the November 2014 issue of Youchien, marked the debut of the 42nd character Larimar.[10] In 2016, the musicals based on Jewelpet ended its run.

As of July 2017, the characters were removed in Sanrio Puroland's catalog of meet of greet characters due to rising popularity of the Rilu Rilu Fairilu Anime series. Japanese netizens expressed their concerns over the issue as the indoor park's representatives stated that the popularity of the new series has caused for the characters to be removed from the lineup.[11]

The franchise officially celebrated its 10th anniversary in 2019 with the re-release of all 7 anime series in YouTube in a limited time basis alongside a new stage show in the 2019 Tokyo Toy Show.[12]

Media

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Toys

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Sega Toys collaborated with Sanrio to release a line of plush toys on January 15, 2008. Each plush Jewelpet contains a password to access the Web-Gurumi website, a special site in which the customer "adopts" this pet in the virtual world. If the user doesn't have the password, the user may not get access to the website. Accounts expire within one year, unless another Jewelpet toy is bought, and that animal is added to the user account. With the expansion of the series, toy replicas of the Jewel Stick, Jewel Charms, Jewel Pocketbook and Jewel Pods from the anime series were made as well.

Merchandise

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As with other Sanrio character franchises such as Hello Kitty, My Melody, Sugarbunnies and Cinnamoroll, Jewelpet merchandise mostly consists of stationery, school supplies, bags, raincoats, umbrellas, bento boxes and even toy replicas of the Jewel Stick and Jewel Pocketbook from the anime series. Merchandise was released by Sanrio, Sega and Bandai, among other companies. The popularity of the series then expanded overseas in Hong Kong, South Korea and Europe.

A Trading Card Game spinoff was also released by Bushiroad, the creators of the Weiß Schwarz, Alice X Cross and Cardfight!! Vanguard Trading Card Games. Both the starter set and booster packs were released on July 30, 2009.[13] and was later discontinued in 2010. Also several Jewelpet characters were also released as stickers for the instant messaging software LINE.

Anime

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See also: Jewelpet (TV series), Lady Jewelpet, and Jewelpet: Magical Change

An anime adaptation of the Jewelpet franchise was produced by Studio Comet and premiered on April 5, 2009, on TV Osaka and TV Tokyo, replacing Onegai My Melody Kirara in its initial timeslot. A spin-off, titled Jewelpet Twinkle (ジュエルペット てぃんくる☆, Juerupetto Tinkuru☆) began airing on TV Tokyo between April 3, 2010 and April 2, 2011. A third installment, titled Jewelpet Sunshine (ジュエルペット サンシャイン, Juerupetto Sanshain) premiered on April 9, 2011. A fourth series titled Jewelpet Kira Deco! (ジュエルペット きら☆デコッ！, Juerupetto Kira☆deko!) was released on April 7, 2012 and ended on March 30, 2013.[14] A fifth installment titled Jewelpet Happiness (ジュエルペット ハッピネス, Juerupetto Happinesu) was first revealed on the March Issue of Pucchigumi and premiered on April 6, 2013 and ended on March 29, 2014.[15]

The sixth installment, Lady Jewelpet (レディジュエルペット, Redi Juerupetto) was announced by Sanrio via the official Anime Twitter account[16][17] and aired from April 5, 2014, until March 28, 2015.[18] Jewelpet: Magical Change (ジュエルペット マジカルチェンジ, Juerupetto Majikaru Chenji) was revealed in the 2015 Winter Wonder Festival and later in the March 2015 issue of Pucchigumi.

Movie

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See also: Jewelpet the Movie: Sweets Dance Princess

A feature-length movie titled Jewelpet the Movie: Sweets Dance Princess (映画ジュエルペット スウィーツダンスプリンセス, Eiga Juerupetto: Suwītsu Dansu Purinsesu), was directed by Hiroaki Sakurai (Daa! Daa! Daa!, Cromartie High School) and produced by Studio Comet and Toho. It was released on August 11, 2012, and was a box-office flop[19]

Books

[edit]
Coverart of the Tsubasa Bunko novel Jewelpet: The Fuss in the Jewel Festival!?, featuring the main Jewelpets and the novel exclusive character Lollip.

Official Storybooks and Reference Books were also issued by Shogakukan during the series's release each year. Two manga spinoffs were also created, and each were published during the airing of the anime series. The first one was serialized in the Shōjo Magazine Pucchigumi with illustrations by Mako Morie in 2009. The first series ended in the same year. On December 28, 2009, a second manga was then serialized in the Shōjo Magazine Ciao with illustrations and story by Sayuri Tatsuyama under Sanrio and Sega Toys' permission.[20] The manga ran from February 2010 to September 2010.

An official light novel titled Jewelpet: The Fuss in the Jewel Festival!? (ジュエルペット: ジュエルフェスティバルはおおさわぎ!?, Juerupetto: Juerufesutibaru wa ōsawagi!?) was released as part of Kadokawa's Tsubasa Bunko Children's Light Novels on May 11, 2012, written by Hiroko Kanasugi and illustrated by POP. It introduces an exclusive character to the story, a "Jewelpet" named Lolip (ロリップ, Rorippu) and the story revolves around her experiences and bond with Ruby and her friends while setting up the Jewel Festival in Jewel Land.

An official guide book to commemorate the third series was also published by Yousensha, titled Jewelpet Sunshine FANBOOK (ジュエルペット サンシャインFANBOOK, Juerupetto Sanshain FANBOOK). The book is part of the Otoma Anime Collection books and contains character profiles, a story outline, an introduction to the world of Jewelpet, a listing of songs used in the series and interviews from both the cast and staff members of the series. The book was published on June 2, 2012.

Games

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See also: List of Jewelpet video games

Seven video games were also made to tie in with the toy and anime franchises, three were for the Nintendo DS, three for the Nintendo 3DS and one for the video game arcades in Japan.

Events

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Several musicals were held in Sanrio Puroland and Sanrio Harmonyland, featuring several of the Jewelpets: Ruby, Sapphie, Garnet, Labra, Angela, Charlotte, Jasper and Rosa. Ruby is a mascot costume at Puroland. Some of the musicals also feature other Sanrio characters. A musical based on the Kira Deco arc of the anime premiered in Japan in June 2012.

Reception

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Jewelpet ranked 3rd place in the Bandai Child Questionnaire in June 2010, due to its popularity with children aged 6 to 8 years old and older females alike.[21] The Character franchise is also one of the top 15 highly voted Sanrio Character Franchise in the 26th Sanrio Character Ranking in 2011, ranking into 14th place. It became the 6th highly voted Character Franchise in both the 27th and 28th Sanrio Character Ranking.[22]

The first Jewelpet anime ranked 7th in the Kanto Video Research, from December 27, 2009 to January 3, 2010 after airing Episodes 39 and 40.[23] Its sequel has received critical acclaim from fans and critics, making the first Sanrio funded anime to appeal in all demographics. The series' main character, Akari Sakura is also ranked 6th in Megahouse's Excellent Model Series 10th Anniversary poll.[24]

In the press release by Sega Toys on October 1, 2012, the Jewel Pod Diamond sold about 160,000 units in less than two months since its release and topped the charts as the most sold girl's toy in Japan. The company had the target sales of 400,000 by the end of the year and had a combined total of 700,000 units sold on all three Jewel Pods.[25]

See also

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References

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Further reading

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[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Jewelpet

View on Grokipedia
from Grokipedia
Jewelpet is a Japanese media franchise and toy line launched on January 15, 2008, as a collaborative project between and Sega Toys (a subsidiary of ), featuring a collection of over 40 anthropomorphic animal characters known as Jewelpets, each with magical abilities derived from gemstones embedded in their eyes. The Jewelpets inhabit the mystical world of Jewel Land, where they attend a magic academy to hone their jewel-specific powers, such as luck enhancement for the ruby-eyed rabbit or calming effects for the sapphire-eyed dog Sapphie, and often partner with human children to perform good deeds and combat threats using both standard and forbidden dark magic. The franchise has expanded into various media, including seven television series primarily produced by , with the final series produced by and , which aired consecutively from April 2009 to December 2015, alongside video games, adaptations, mobile apps, and extensive merchandise like plush toys, trading figures, and jewelry-inspired accessories targeted primarily at . The franchise continues to release merchandise and occasional digital content as of 2025. Notable for its blend of cute character design and elements, Jewelpet emphasizes themes of , perseverance, and self-improvement, with later series introducing transformations and idol competitions to evolve the storytelling.

Franchise Overview

Concept and Setting

Jewel Land is a fantastical realm inhabited by Jewelpets, adorable animal-like creatures whose eyes are formed from precious s, embodying themes of and whimsy. These beings reside in a world constructed from glittering jewels and enchanted landscapes, where they lead lives centered on studying and practicing at academies dedicated to the arcane arts. When resting, Jewelpets transform into their dormant forms, known as Jewel Charms, allowing them to recharge their mystical energies in serene environments like the Sleeping Forest. The of the Jewelpet universe revolves around between Jewelpets and s, where the creatures partner with selected individuals to grant wishes and foster personal growth. Through rigorous training at magic schools, human partners learn to harness the Jewelpets' innate powers, ultimately earning a Jewel Cloak—a symbolic garment signifying mastery over jewel-infused spells. This partnership enables the creation and use of Jewel Charms, which channel the gemstones' unique attributes to fulfill desires related to , , or , emphasizing collaboration and emotional bonds as key to effective enchantment. Central motifs in the Jewelpet lore include and fortune, with transformations and spells often themed around symbolism to invoke positive outcomes in daily life. The Jewel Box serves as a pivotal artifact, functioning as a portal that bridges the human world and Jewel Land, facilitating cross-realm adventures and interactions. Jewelpets' personalities are intrinsically linked to their corresponding jewels; for instance, , associated with the energetic red gem, is depicted as lively and optimistic, while embodies a sporty and determined spirit reflective of its robust stone.

Characters

The Jewelpet franchise features a diverse cast of magical creatures known as Jewelpets, primarily small animals with gemstone eyes that grant them unique magical abilities, alongside human characters who partner with them in various adventures. These characters inhabit the shared universe of Jewel Land, a magical realm, and often interact with the human world. The core ensemble includes over 30 original Jewelpets introduced since the franchise's 2008 debut, with additional expansions, each named after a gem or mineral and embodying distinct personalities and designs. Among the foundational Jewelpets, is a white Japanese with ruby eyes, characterized as polite, clean-loving, and cheerful, serving as a natural leader who enhances luck through her magic. , a with garnet eyes, is athletic, proud, and hardworking, often displaying a competitive spirit in her role as a supportive ally. Sapphie, a puppy with sapphire eyes, is intelligent and observant, frequently gazing outward and using her magic for insightful effects. Other early core Jewelpets include Labra, a cub with eyes added in 2009, who is emotional and babyish, struggling with her magic despite her cute appearance; Dian, a wild yet kind cat with eyes, acting as a big-brother figure; and , an onyx-eyed character who is clingy and follows others loyally. The original lineup extends to 33 characters, such as (a serious butterfly enthusiast with peridot eyes), Luna (a moonstone-eyed who is studious and worries about her skin), and Diana (a diamond-eyed small pet striving to be ladylike), each with animal-inspired designs emphasizing cuteness and gem-based magic. Human protagonists vary across the franchise's media but share traits as training in . Rinko, the lead in the initial series, is a junior high school student and aspiring magician who partners with , embodying curiosity and determination. Momona, the of the Twinkle☆ series, is a wish-granting schoolgirl associated with , known for her optimistic and adventurous personality. Later entries introduce characters like Kirara, a 14-year-old middle schooler who believes in and meddles in mysteries while wearing a , and her friends Rola (a French-influenced childhood friend with a crush) and Sakutaro (a science-focused high schooler skeptical of ). Antagonists include recurring threats like Dian, a dark magic user with obsidian eyes who poses challenges through his wild nature, and supporting figures such as Angela (a royal from Jewel Land) and (who can shift to oppositional roles). Other notable adversaries appear as , Soara, and Levin in later installments, often tied to conflicts in Jewel Land's hierarchy. Character designs have evolved from the initial cute, animal-based forms with prominent jewel eyes—emphasizing domesticated species like rabbits, dogs, and seals—to more varied and interpretations in series like Lady Jewelpet, where Jewelpets such as and adopt elegant, anthropomorphic styles while retaining their gem motifs and core personalities. Expansions include additional Jewelpets like (a calm, idol-aspiring with eyes) and (a confident with blue eyes), integrating seamlessly into the universe's magical ecosystem.

Production History

Development and Creation

The Jewelpet franchise emerged from a strategic collaboration between Company, Ltd. and Sega Toys Co., Ltd., formalized under a comprehensive announced on April 27, 2007, and publicly unveiled on January 15, 2008. This partnership leveraged Sanrio's renowned expertise in character design and licensing with Sega Toys' capabilities in electronic toy planning, development, and marketing to create a new line targeted at girls aged 6–8 with increasingly multifaceted lifestyles. The core concept centered on a fantasy magic world inhabited by "magician pets"—adorable animal characters infused with jewel-themed magic to spark children's imaginations. Sanrio's creative team drew inspiration from gemstones and cute animals, naming the characters after birthstones and minerals (such as the rabbit and Sapphire the puppy) while endowing each with gem-colored eyes that symbolized unique magical powers and personal talismans for luck and fortune. This approach resulted in 33 debut characters, designed to offer variety and appeal to diverse preferences among young girls. Sega Toys emphasized innovative interactivity in the toy engineering, pioneering Web-Gurumi as Japan's first web-connected toy line for girls, where each stuffed animal included a unique password granting access to an online for pet care and adventures. The initial rollout focused on toys and related merchandise, evolving the simple collectible concept into a broader property with the official "Eyes of Jewel that Shine, glittering with and Good Fortune." The design process integrated cute, anthropomorphic animal with enchanting magical elements to ensure broad accessibility and enduring charm.

Release Milestones

The Jewelpet franchise launched on January 15, 2008, with the debut of plush toys featuring jewel-eyed animal characters, accompanied by an online platform where users could access exclusive content using codes from the toys. This initial release marked the beginning of a collaborative effort between and Sega Toys to create a magical girl-oriented media mix targeting young girls. In 2009, the franchise expanded with the premiere of its first series on April 5, produced by and broadcast on and ; this adaptation introduced core characters while adding new ones to the toy line, broadening the roster of magical companions. The series ran for 52 episodes until March 28, 2010, establishing Jewelpet as a recurring property. From 2010 to 2015, Jewelpet saw annual anime seasons, each building on the previous with fresh storylines and character developments: Jewelpet Twinkle☆ in 2010, Jewelpet Sunshine in 2011, Jewelpet Kira☆Deco! in 2012, Jewelpet Happiness in 2013, Lady Jewelpet in 2014, and Jewelpet: Magical Change in 2015. Concurrently, new toy lines were introduced yearly, including the Jewel Pod series in 2010, which featured interactive digital pets and achieved strong sales performance by 2012, with the Diamond edition topping toy charts shortly after launch. The franchise marked its 10th anniversary in 2019, coinciding with the anime's milestone, through the limited-time re-release of all seven series on Sanrio's official YouTube channel starting June 13, alongside revivals of classic merchandise to engage returning fans. In 2020, production of the short film Jewelpet Attack Travel! faced delays initially due to various issues announced in January, further impacted by the COVID-19 pandemic, postponing its theatrical debut from February. The 23-minute special, directed by Hiroshi Negishi and produced by Ashi Productions, ultimately premiered online for free on Nico Nico Live on May 14, 2022, and was included as an extra on the Blu-ray BOX of Jewelpet Sunshine, released July 27, 2022. Following 2022, no major adaptations have been announced, though the franchise sustains through ongoing merchandise availability via outlets and participation in fan-driven events within the broader character community.

Media Adaptations

Anime Series

The Jewelpet series consists of seven television adaptations produced between 2009 and 2015, each centering on magical creatures known as Jewelpets who interact with human worlds through themes of friendship, magic, and adventure. These series were primarily animated by , with later installments involving and , and aired on and affiliates in . Core character , the Jewelpet mascot, appears across all seasons as a central figure. The inaugural series, Jewelpet (2009), features a school-life magic premise where Jewelpets are scattered as charms to , requiring retrieval to avert chaos; it comprises 52 episodes, directed by Nanako Sasaki at , and broadcast from April 5, 2009, to March 28, 2010. The opening theme "Maji? Maji! Magical Jewel" and ending "Egao no Loop" were performed by Yui Asaka and , respectively.
SeriesYearEpisodesStudio(s)DirectorPremiseBroadcast Dates (Japan)Theme Songs (OP/ED Performers)
Jewelpet Twinkle☆201052Takashi YamamotoWish academy setting where Jewelpets compete in the Jewel Star Grand Prix tournament, introducing structured magical games as a series .April 3, 2010 – March 26, 2011 ()"Happy☆Twinkle" / "Sora ni Rakugaki" (Kayano Masuyama with Ruby & Labra / Akari, Miria & Sara)
Jewelpet Sunshine201152Takayuki InagakiResort adventures at Sunshine Academy, blending school life with Jewel Land-human interactions.April 9, 2011 – March 31, 2012 ()"Go! Go! Sunshine!" / "Imadoki Otome" (Mayumi Gojo / Kayano Masuyama & Misuzu Mochizuki)
Jewelpet Kira☆Deco!201252Makoto MoriwakiIdol-themed quests to collect Deco Stones and restore a mirror ball, preventing darkness in the human world.April 7, 2012 – March 30, 2013 ()"Happy Lucky☆Go!" / "Zutto Zutto Tomodachi" ( / )
Jewelpet Happiness201352Hiroaki SakuraiFortune-telling elements via a magical Jewel Box, focusing on cafe management and friendship-building.April 6, 2013 – March 29, 2014 ()"Hikari no Hate ni" & "RUN with U" / "Hikari no Hate ni" (Fairies / Fairies)
Lady Jewelpet201452, ZexcsItsuro KawasakiHistorical royal intrigue as candidates vie to become top lady in Jewel Palace.April 5, 2014 – March 28, 2015 (, )"a birth" / "Happy Go Lucky!" ( / )
Jewelpet: Magical Change201539Nobuhiro KondōTransformation focus where Jewelpets become human girls to restore magic belief amid worlds colliding.April 4, 2015 – December 26, 2015 ()"Magical Change" / Multiple (Magical☆Dreamin / Dorothy Little Happy, GEM, X21)
Subsequent series progressively incorporated more serialized plots, shifting from episodic charm collections in early seasons to ongoing tournaments, rivalries, and world-saving arcs. Production emphasized evolving magical systems, such as competitive games in Twinkle☆ and human transformations in Magical Change. Internationally, the series received limited dubs primarily in , including a Filipino version of the first season aired on from November 2011 to 2012, Korean dubs for multiple series, and broadcasts in via local channels. Other regions saw airings in (e.g., French dub of Twinkle☆ on Télétoon+) and the , but no widespread Western dubs occurred.

Films

The Jewelpet franchise has produced two animated films, both serving as self-contained stories distinct from the serialized television series. The first, Jewelpet the Movie: Sweets Dance Princess, was released in 2012 as a feature-length . In this adventure, and her Jewelpet friends travel to the neighboring Sweets Land to celebrate Princess Mana's birthday with a special dance festival, but their plans are disrupted by the arrival of a mysterious, amnesiac Sweetspet whose insatiable appetite threatens to collapse the kingdom's iconic candy tower. The film was produced by under the direction of Hiroaki Sakurai, with animation emphasizing the whimsical, candy-themed aesthetics of the setting. It featured returning voice actors from the television series, including Ayaka Ohashi as and Ryouko Shiraishi as , ensuring continuity in character portrayals. Distributed by , the movie had a in on August 11, 2012, as a alongside a short, targeting family audiences during the summer season. The second film, Jewelpet: Attack Travel!, is a shorter original net animation released in 2022. The story follows , , and their classmates on a school trip to China's Province, guided by the teacher Iruka, only for chaos to ensue when the tour —revealed as the Dian in disguise—activates a "dimension bus" that sends them hurtling through time and space in unpredictable mishaps. Originally slated for a 2020 premiere, production and release were delayed due to the , shifting from a planned theatrical with another project to a digital format. Directed by Hiroshi Negishi and animated by Ashi Productions with 3DCG support from Saber Project, the 23-minute short reused voice talent from the TV series, such as as Dian, to maintain familiarity. It debuted online via on May 14, 2022, followed by inclusion as an exclusive extra in the Jewelpet Sunshine Blu-ray on July 27, 2022, bypassing traditional theaters for distribution amid ongoing pandemic constraints.

Video Games

The Jewelpet franchise features a series of video games primarily developed for the and handhelds, with one arcade title, all published in between 2009 and 2013. These games blend , , and puzzle mechanics centered on interacting with the magical Jewelpet characters, collecting jewels, and participating in mini-games that reflect the franchise's themes of and friendship. Most titles tie into specific seasons, incorporating character designs, story elements, and from the shows to enhance player immersion. The first game, Jewelpet: Kawaii Mahou no Fantasy, released on April 30, 2009, for the , is a where players control Jewelpet characters to tap flowers in time with using the DS in a horizontal layout, supporting up to four players in multiplayer modes. Developed and published by MTO, it introduces jewel collection as a core mechanic to unlock new songs and customizations, loosely inspired by the initial Jewelpet anime's magical world. Followed later that year on December 17, 2009, Jewelpet: Mahou no DS Kirapi Kariin for the shifts toward pet simulation with elements, allowing players to train and care for Jewelpet companions through mini-games like feeding and playing, while collecting sparkling jewels to progress. Also developed by Lancarse and published by MTO, it features support for up to four players in cooperative mini-games and draws from the franchise's early plots involving magical transformations. In 2010, Jewelpet: Mahou no Oheyya de Issho ni Asobou! was released on August 5 for the , focusing on life simulation and room customization as players interact with eight core Jewelpet characters—such as , Sapphie, and —through petting, dressing up, and mini-games to build personalized magical rooms. Published by MTO and developed by Lancarse, the game emphasizes character bonding and jewel-based upgrades, tying into the Jewelpet Twinkle☆ anime's themes of magical companionship. The arcade entry, Jewelpet: Mahou no Housekibako, launched in , offers a puzzle-matching experience based on the Columns format, where players drop and match jewel blocks on an while using physical cards to summon Jewelpet characters for bonuses. Published by , it incorporates card collection mechanics and supports multiplayer battles, with direct ties to the original Jewelpet anime's jewel charm hunts. Transitioning to the Nintendo 3DS, Jewelpet: Mahou no Rhythm de Ieie! arrived on November 10, 2011, as an action-rhythm game where players guide Jewelpet idols through dance sequences using the 3DS's touch controls and motion features to collect jewels and perform in concerts. Developed by Lancarse and published by FuRyu, it features augmented reality modes for real-world interactions and aligns with the Jewelpet Sunshine anime's performance motifs. Released on November 8, 2012, Jewelpet: Magical Dance in Style Deco! for the expands on gameplay with elements, allowing players to customize Jewelpet outfits before competing in dance battles and mini-games to gather deco stones (jewels). Published by , it integrates story segments from the Jewelpet Kira☆Deco! , emphasizing stylish transformations and character interactions in a town-building-like hub. The final major title, Jewelpet: Cafe de Mahou no Cooking!, debuted on November 14, 2013, for the , as a simulation game where players manage the "Jewelpet Café " by cooking magical recipes with Jewelpet helpers, serving customers through touch-based mini-games, and collecting ingredients as jewels. Developed and published by , it was available in both physical and digital formats and closely adapts the Jewelpet Happiness anime's café management narrative. Across these games, common mechanics include jewel collection for progression, diverse mini-games for variety, and deep character interactions that foster emotional bonds, often mirroring episodes where Jewelpets use to solve problems or build communities. All titles were exclusive to , contributing to the franchise's appeal among fans of cute, interactive magical adventures.

Literature

The Jewelpet franchise features several print adaptations, including serializations, a , and guidebooks, which expand on the magical world of Jewel Land through shōjo-style narratives centered on themes of friendship, adventure, and enchantment, aimed at young female readers. These works often loosely adapt elements from the series while introducing original elements to emphasize character bonds and magical escapades. A key adaptation was serialized in Shogakukan's Ciao magazine starting with the January 2010 issue (released December 28, 2009), written and illustrated by Sayuri Tatsuyama, the creator of Happy Happy Clover. This shōjo spinoff follows the core premise of Jewelpet characters from Jewel Land interacting with humans on Earth, blending humor, magic, and lighthearted conflicts in a manner that echoes the first season's plot. Another adaptation by Mako Morie ran in Shogakukan's Pucchigumi from April 2009 to March 2014, spanning four volumes and targeting a similar young audience with stories of jewel-eyed pets using magic to foster friendships and overcome challenges. In 2012, Kadokawa published the Jewelpet: The Fuss in the Jewel Festival!? as a single-volume adventure spin-off in its Tsubasa Bunko children's line, written by Kanasugi and illustrated by POP. The story introduces an original Jewelpet named Lolip, who struggles with magic during preparations for the Jewel Festival in Jewel Land, highlighting themes of self-discovery and camaraderie among the characters. Guidebooks provide in-depth companion material, such as Shogakukan's Jewelpet Character Guide Book (TV Super ) released in 2012, which includes detailed character biographies, artwork, and episode summaries to enhance fans' understanding of the franchise's magical inhabitants and their relationships. Additionally, Yosensha issued the Jewelpet Sunshine Fan Book in June 2012, featuring , story overviews, and production notes focused on the second season's cast and settings.

Toys and Merchandise

The Jewelpet franchise originated as a toy line developed jointly by and Sega Toys, launching with toys on January 15, 2008. These initial figures depicted animal characters with distinctive jewel-embedded eyes, designed to evoke magical themes tied to gems, birthstones, and minerals. Each toy included a unique password granting access to the Web-Gurumi online platform, where owners could engage in care, customization, and social interactions, blending physical play with digital experiences. The line expanded with interactive accessories, such as the Jewel Sticks—magic wand toys released around 2009 that featured sound effects and lights to simulate spell-casting, often character-themed like those for or . Another key addition was the Jewel Pod series, starting in 2012, which consisted of handheld, collectible devices resembling smartphones, allowing users to decorate virtual screens, take photos, and interact with Jewelpet avatars. By mid-2013, the Jewel Pod line had achieved cumulative sales exceeding 800,000 units, targeting elementary school girls with features like email simulation and mini-games. Later iterations incorporated advanced interactive elements, including touch-sensitive interfaces, though NFC integration appeared in select companion apps and accessories for enhanced connectivity. Beyond core toys, Jewelpet merchandise encompassed a wide range of everyday items, including such as notebooks and pens, apparel like T-shirts and bags, and school supplies featuring character motifs. collections, known as Jewel Deco Cards, were produced from 2008 to 2010, offering collectible cards with holographic effects and character illustrations, but the line was discontinued thereafter. Collaborations extended to brands like Lotte, with promotional tie-ins such as sets at featuring Jewelpet-themed premiums in 2015. Character-specific products, such as Ruby-inspired hair accessories and keychains, emphasized the franchise's lead to appeal to fans. The toys and merchandise were primarily distributed in Japan through retailers like Yodobashi and Sega Toys outlets, with limited exports to Asian markets including and , reflecting the franchise's focus on domestic appeal.

Promotion and Legacy

Events and Collaborations

The Jewelpet franchise has featured various live events at since 2009, including stage shows such as "Jewelpet's Dokidoki! Magical☆March," which debuted that year and highlighted magical adventures with characters like and performing alongside in a school-themed setting. Subsequent productions, like "Jewelpet and Cinnamoroll's Mirai Revolution" from 2010 to 2012, incorporated SFX and fantasy elements to celebrate Puroland's 20th anniversary, drawing families for interactive musical performances. These shows emphasized the Jewelpets' gem-based magic and friendship themes, running seasonally to promote the characters' whimsical world. In 2019, to mark the 10th anniversary of the TV anime's debut, Sega Toys organized a special expo at the Tokyo Toy Show, featuring a live stage performance titled "Jewelpet and Dance♪Dance♪Dance♪" on , where mascots , , and Labra appeared to engage audiences in dance routines and merchandise previews. This event, held at , included free streams of all seven anime series for a limited time, boosting fan interaction and nostalgia. Fan engagement has included creative contests, such as those tied to video games like "Jewelpet: Magical Dance Deco," where players customized outfits for Jewelpets and submitted entries for themed challenges judged on coordination and appeal. In 2014, a design contest invited students to create stage dresses for the "Lady Jewelpet" anime, with winning concepts integrated into episodes to showcase original magical attire. Online campaigns via the official jewelpet.jp site and TV Tokyo's platforms offered access to "Jewel Land Online," a web-based game with minigames, magic lessons, and plush toy integration, distributed through promotional passwords during anime broadcasts. Internationally, promotional efforts in the 2010s extended to , with pop-up experiences in markets like supporting localized merchandise and events, though details remain tied to regional partnerships.

Commercial Performance and Reception

The Jewelpet franchise achieved notable commercial success in Japan during its initial years, particularly through its merchandise line and anime adaptations, which appealed to young girls and older female audiences alike. By , the brand had expanded to include a wide array of toys and collectibles produced by Sega Toys in collaboration with , contributing to its strong market presence in the character goods sector. The anime series, starting with the 2009 broadcast on , garnered moderate viewership ratings, often ranging around 1.5% in the Kanto region, though it was overshadowed by major hits like . Critical and fan reception for the has been generally positive, with users on praising the series for its charming character designs, magical themes, and emphasis on and girl empowerment. The original Jewelpet series holds an average user rating of 7.15 out of 10 from 20 ratings, reflecting appreciation for its whimsical storytelling and cute aesthetic. Later entries like Jewelpet Sunshine received mixed feedback, averaging 6.60 from 15 ratings, with some viewers noting repetitive plot structures amid the ongoing adventures. In terms of legacy, Jewelpet has influenced Sanrio's portfolio in the magical girl subgenre, blending cute animal mascots with fantasy elements to sustain a dedicated fanbase in Asia. The franchise's persistence is evident in the 2019 10th anniversary celebration, where Sanrio re-released all 351 episodes of the seven anime series on its official YouTube channel for free viewing in batches, reigniting interest among longtime fans. However, Western awareness remains limited due to the absence of official English dubs, relying instead on fan-subtitled and fan-dubbed versions available online. In the annual Sanrio Character Rankings, Jewelpet placed 32nd in 2023, 36th in 2024, and 39th in 2025, indicating a gradual decline in relative popularity. Post-2020 efforts to revive the series included the 2022 short film Jewelpet: Attack Travel!, directed by Hiroshi Negishi and produced by Ashi Productions, which premiered online via Nico Nico as a nostalgic return to the Sunshine continuity. Despite this attempt, the franchise has not seen a major resurgence, maintaining niche popularity primarily in through streaming and merchandise, with audience demand in markets like measuring at 0.2 times the average TV series level.

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