Franchise / Jewelpet

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You wouldn't get these in any pet shop.note 

If Webkinz had magic and jewels, and was set in a world like Harry Potter, Jewelpet would be the result.

A character franchise created by Sanrio and Sega collaboratively in 2008, Jewelpet is about anthropomorphic small animals named after jewels, birthstones and other minerals, who can use magic with the power of their eyes, made of said minerals. It has the distinction of being the first collaboration between Sanrio and another toy company, creating a successful Cash Cow Franchise that continues to this day in Japan.

The Jewelpet toy line has internet connectivity capabilities, which may remind you of something else in particular. Sega Toys collaborated with Sanrio to release a line of plush toys of the characters in January 15, 2008. Each plush contains a password to access the Web-Gurumi website, where the customer "adopts" the respective pet in the virtual world. Accounts expire within one year, unless another plush is bought, and added to the user account.

Of course, toys isn't all there is to such a successful franchise; there are TONS of things related to Jewelpet: stationery, school supplies, bags, raincoats, umbrellas, bento boxes, you name it. It is today one of Sanrio's most popular franchises to date.

As the series completed its first anniversary, its first anime debuted in Japanese TV. Each anime season has its own storyline, distinct from the toys and from each other. There are also a movie, a light novel, 3 manga series and 6 Video Games with their own page.

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    Anime Seasons 
Jewelpet (2009): The first series produced by Studio Comet after Onegai My Melody ended. Set in the fictional city of Takaragaseki, the main heroine, Rinko Kougyoku, meets Ruby when the latter is tasked by the Gods to find the Jewelpets who fell in the human world. Rinko and her friends decide to help her, while stopping the evil Jewelpet Diana from doing the same. This season spends more time on the human world than other seasons.
Jewelpet Twinkle (2010): The second season follows Akari Sakura, a cripplingly shy and insecure girl who meets Ruby, who's looking for a human who'll attend the Magic Academy with her. Akari attends the Magic Academy and goes through middle school life back in the human world, while getting involved in the drama of the Jinnai family, whose son she likes, and achieves personal growth in the process. In 2013, it received an OVA sequel.
Jewelpet Sunshine (2011): The third season is wildly different from anything that came before it. Shifting gears from your typical Magical Girls and their cute mascots plot to a school comedy that sometimes has magic on the side, it follows the misadventures of the Plum class, a "class of lost causes" on their last year of high school. Kanon Mizushiro and Ruby are members of that class and roommates, who have to juggle their uneasy friendship with their crush on Mikage Shiraishi. It took several departures from many elements of the franchise, such as featuring a confident, mean-spirited heroine, putting less emphasis in grouping characters as trios, as well as the aforementioned abandonment of magic as a main plot point (which carried on to following seasons). If the anime is now a completely different beast from the toy line, it's thanks to this season.
Jewelpet Kira Deco (2012): The fourth season focuses on a parody of a Sentai team called Kira Deco 5, composed of five humans (the main protagonist of which is Pink Oomiya) and their Jewelpet partners. They are tasked with finding the legendary Deco Stones that will revive Jewelina, who was turned into stone many years before, and save the human world from the Eternal Darkness.
Jewelpet Happiness (2013): The fifth season focuses on Chiari Tsukikage, who attends the Jewel Academy. Commissioned by Jewelina, Ruby and the other mascots march into the campus carrying the Jewel Box, which they have to fill with Magic Gems, obtainable by running the Jewelpet Cafe Happiness and making friends in the process. Chiari and her friends agree to help them with their goal. In many ways, it's a throwback to Sunshine, albeit with a more continuous plot.
Lady Jewelpet (2014): The sixth season is the first to be produced outside of Studio Comet; most of the animation is by ZEXCS (They made the Aku no Hana anime. Yeah.)note . The protagonist Momona is brought by her cousin's wife to the Jewel Palace in order to become a Petit Lady, a contestant for the title of Lady Jewel, the queen of Jewel Land. After three years of comedic seasons, Lady adopts a serious tone which harkens back to the days of Twinkle, although it doesn't return to the Magical Girl genre.
Jewelpet: Magical Change (2015): Animated by Studio DEEN, the seventh season has the Jewelpets being sent to Earth to investigate how to get their castle back to their world. They meet a girl with a magic pendant and receive the power to turn into humans. Has only 39 episodes due to the anime series getting canned.

    Side Stories 
Jewelpet the Movie: Sweets Dance Princess (2012): Ruby, Garnet, Sapphie, Labra, Angela, Sango, Jasper and Charotte are tasked with going to the Sweetsland Kingdom in a diplomatic mission to celebrate Princess Mana's 7th anniversary. A new Sweetspet, Park, suddenly appears at the party and becomes friends with them. However, the heroes have to contend with Duke Creme de Brûlée's plans to overthrow the kingdom. And what exactly is Park's true nature?
Jewelpet: The Fuss in the Jewel Festival!? (2012): A light novel serialized in Kadokawa's Tsubasa Bunko. It focuses on the non-canon Jewelpet Lollip, unique to this story. It tells the story of Lollip's experiences and bonds with Ruby and her friends while setting up the Jewel Festival in Jewel Land.
Jewelpet Attack Chance!? (2016): A Flash-animated ONA created by Mako Morie, a regular manga author for the franchise and animated by AIC Project. Features Ruby, Labra, Sapphie and a girl named Ruri, who try to find a way to convince people to make a new Jewelpet anime. Notably supervised by Hiroshi Negishi (yes, the one who made Tenchi Muyo!).


Features examples of:

  • Adventure-Friendly World: Jewel Land. There's always adventures to be had in fantastical deserted islands, underwater, mountains, etc., involving all manner of creatures, wizards and quest objectives.
  • Alien Sky: Jewel Land has two moons.
  • Alternate Continuity: The franchise runs on this in order to keep things fresh.
  • Always in Class One: Played straight in the first series and Twinkle. Both averted (some Rose class elements are important) and played straight (no underclassmen seen whatsoever) in Sunshine. Subverted in Happiness.
  • Amazing Technicolor Wildlife: Pink cats and blue dogs! YAY!
  • Animation Bump: The first series avoids animating the Jewelpets moving as much as possible by putting them on brooms. From Twinkle to Happiness, the animation budget evidently got a raise, as the Jewelpets usually get around on their own two or four paws. It's obvious that the show had fallen on hard times with Lady, which gave the pets floating balls, again to avoid animating their movement.
    • This scene in episode 25 of Sunshine featuring Garnet's Flashdance is animated so well, it closely resembles the original scene.
  • Art Evolution: Compare the first designs to the current designs, both done by Yamaguchi.
  • Audience Participation: The movie. Ruby requests that the audience joins in calling out to Gumimin to stop him from sacrificing himself, and at the end invites everyone to dance to the ending music.
  • Beauty, Brains and Brawn: The series mascots. Garnet's the Beauty, Sapphie's the Brain and Ruby's the Brawn.
  • Bigger Bad: Dark Magic in general. It can't do much on its own given that it lacks a concrete form, however, it can never be completely destroyed and it always manages to find an outlet for its purposes.
  • Camp: The anime in general (even before abandoning the Magical Girl genre) is well-aware of how diabetically cuddly it is and isn't afraid of subverting worn-out tropes and lampooning itself, while still milking its cuddliness for all it's worth.
  • Central Theme
    • First season: One must learn to let go of their childhood ideals and remember that reality is never simple.
    • Twinkle: You can have a strong will and help people even if you're the shiest person in the world.
    • Sunshine: High school is the best time of one's life.
    • Kira Deco: Learning to let go of past grievances is the key to maturing.
  • Character Development: The characters from each season learn to overcome their insecurities and become better people.
  • Cherry Blossoms: The first and final episodes of the first series.
  • Contrasting Sequel Main Character: Rinko starts out as a timid klutz, later exchanging the timidity for snarkiness; Akari has the shyness ramped up and is rarely played for laughs; Kanon is snobbish and full of herself; Pink is cheerful and energetic; Chiari is clumsy and airheaded; Momona is also clumsy but super-determined as well.
  • Cute Witch: The Jewelpets, obviously, though when the humans can cast magic (and are young, female and good), they tend to be this.
  • Dance Party Ending: The movie.
  • Darker and Edgier: Twinkle had issues of parental abandonment and neglect as one of its most recurring themes. Just about everyone in the main cast has problems with their families. The villain is someone who's fated to die an early death due to her powers, and who's been forcefully seperated from her family. And characters actually die (at least, for a significant period of time, whereas in other seasons they come back to life the very next episode).
    • Sunshine as well. Despite being a comedy that starts out seemingly plotless, later episodes involve incest as a plot point. Zoophilia is also an important issue, though never called by name. And then the final episodes have God becoming corrupted and nearly killing everyone.
  • Dark Is Evil: The greatest evil of this franchise is the so-called Dark Magic.
  • Demonic Possession: Dian in the first series uses Dark Magic without a problem. However, late in the series, he loses control of it due to his conflicting feelings for Rinko and his desires to rule both worlds, turning into Dark Dian in the process.
    • Alma in Twinkle gets possessed by the Battest to set itself free from its seal and to try to destroy Jewel Land. Later it possesses Akari, though she just fell unconscious.
    • Dark Magic in Sunshine possesses every character that shows hints of negative emotions; things go to hell when it possesses Jewelina.
    • The Red Moon in Happiness brainwashes people to do wrong without any recollection of what they did.
  • Denser and Wackier: Since the debut of Sunshine, every season has become crazier both in plot and style of humour.
    • Stopped with Lady.
  • Derivative Works
    • Licensed Game: Seven games released in the Nintendo DS, Nintendo 3DS and the arcades.
    • Comic-Book Adaptation: There are a total of three manga adaptations.
      • The first one by Mako Morie which was serialized in Pucchigumi and adapts the toys' concept, and was compiled in one volume.
      • The second one based on the Twinkle anime, which is also by Mako Morie and compiled in one volume.
      • The third one by Sayuri Tatsuyama, (of Happy Happy Clover fame) which ran in Ciao from February to September 2010. There is no tankobon volume for this one.
    • Light Novels: The Fuss in the Jewel Festival!?. Notable for introducing the Canon Foreigner Jewelpet Lollip.
    • The Movie: Jewelpet The Movie: Sweets Dance Princess, the only piece of the franchise where Sweetsland gets non-negligible screen-time. Bombed at the box-office.
    • The Musical: Several musicals in Sanrio Puroland and Harmonyland. Magical March is apparently the most popular.
  • Distant Prologue: The prologues of Twinkle, Sunshine and Kira Deco show Jewelina giving birth to the Jewelpets, presumably more than a decade before.
  • Early Installment Weirdness: Jewelpets in the first series would introduce themselves with their full jewel names at their introduction, and later request to be called by their nickname, which is the name they're known by officially (e.g. Rald is introduced as Emerald, and King as Onyx).
    • And, of course, there's no Jewelina; instead there are four gods with specialized instead of omnipotent powers.
  • Every Device Is a Swiss-Army Knife: Twinkle introduces the Jewel Pod, which is basically a magic-operated smartphone that has multiple functions. It has become a staple of the series since.
  • Everything's Better with Plushies: The original toys released in 2008.
  • Everything's Better with Rainbows: Occasionally, rainbows appear when Jewelpets cast their magic.
  • Everything's Sparkly with Jewelry: The Jewelpets draw their power from their eyes, called Jewel Eyes, which are made from various minerals (mostly literal jewels, but not always). There are also plenty of shiny Mineral MacGuffins in every season.
  • Excited Title! Two-Part Episode Name!: Twinkle, Sunshine and Kira Deco invert this by putting the "excited" part in second place instead of first. Happiness averts it.
  • Expy:
    • Genshiro, hmm... that sounds familiar.
    • Dian in the first series, between eye powers that allow him to command others to do his bidding, an impassioned speech to convince Jewelpets to rebel against their perceived enslavers and a very familiar human form, takes a lot of cues from Lelouch Lamperouge, helped by the fact that they share the voice actor.
    • Ruby is one of My Melody, who was already one of Hello Kitty. Diana is meant to be an equivalent to Kuromi, My Melody's foil.
  • Extranormal Institute: The magic schools that the characters attend.
  • Extremely Short Timespan: The movie happens in two days. In contrast, each anime season's timespan is a whole year.
  • Fansub: Critter Subs subbed the entirety of Twinkle (including the OVA), Kira Deco and Happiness.
    • The first series had several fansubbers picking it up when it debuted, but they gave up after only the first couple of episodes or so. In 2013, Stardust Fansubs committed to subbing it steadily; it is now an ongoing project.
    • Sunshine was translated by Ayako, who stopped before the Summer arc. Stardust Fansubs has raised the possibility of picking it up after finishing the first series.
      • A group named Paca has picked it up where Ayako left off and is subbing it at a fast pace.
    • Lady is subbed by a 4chan-based group called Ai-dle (except episode 39, but that was due to circumstances beyond their control; and it was a recap episode anyway).
    • Ai-dle hasn't done much of anything since Lady ended and its philosophy about Magical Change seems to be "whenever they damn well please", having subbed only 2 episodes (though they seem to have taken it upon themselves to release raws since the previous one dropped it), so MC seems to be headed for the same fate as first and Sunshine.
    • Meanwhile, the movie is also unsubbed.
  • Fantasy Kitchen Sink: The anime is notorious for it. Especially Sunshine and Kira Deco.
  • Fictionary: Jewel Land's own language, which is used in both the franchise and the anime.
  • Flying Broomstick: Jewelpets get around on broomsticks in the first series. This is brought back briefly in the movie.
  • Food Porn: Sweets Dance Princess features this heavily, since it takes place almost entirely in Sweetsland, which, as you may have guessed, is a land made entirely of sweets.
    • Generally, every episode featuring Sweetspets has hefty doses of this.
  • Functional Magic: First series, Kira Deco and Happiness use Device Magic. Sunshine uses Device Magic mixed with Theurgy (since Jewelina is summoned for every spell). Twinkle falls into Rule Magic, because the magical circles with spells inscribed in them are the most fundamental part.
  • Funny Animal: Jewelpets and Sweetspets, of course.
    • Twinkle introduces Avenue, Ametrine and Trystine, who, unlike the pets, are more like Petting Zoo People.
  • Fun Size: Jewelpets and Sweetspets.
  • Gag Sub: Critter Subs uses this infrequently, translating some throw-away lines into memes.
  • Getting Crap Past the Radar: Has its own page.
  • Half-Dressed Cartoon Animal: Some Jewelpets. Averted with some non-Jewelpet animals, who are entirely clothed.
  • Human-Focused Adaptation: The first series, Twinkle and Lady. Sunshine and Kira Deco are more balanced while Happiness favors the pets.
  • Intercontinuity Crossover: The 10 minute short movie Onegai My Melody: Yu and Ai has Ruby as a Special Guest character, listening to My Melody's story about her summer barbecue with the denizens of Mari Land.
    • Outside of the anime, the Jewelpets have their own show in Sanrio Puroland where Cinnamoroll is a Special Guest.
  • Interdimensional Travel Device: Jasper's key can open portals to different dimensions.
  • Interspecies Romance: Pretty common across the franchise, be it different Jewelpet species, humans/Jewelpets or something else. Usually they don't go beyond an hilariously unrequited crush, but there are exceptions to this.
    • For examples that reoccur in several seasons, there's Ruby with Tour (pre-Sunshine) and Granite (post-Sunshine).
  • Lighter and Softer: Kira Deco and the movie, but with a hint of dark moments.
    • Happiness also qualifies as one of the lightest entries in the series due to a lack of any serious themes throughout.
  • Lions and Tigers and Humans... Oh, My!: Humans and Jewelpets co-exist peacefully in Sunshine and Happiness.
  • Loads and Loads of Characters: Downplayed by virtue of most non-Jewelpet characters getting replaced by new ones each season. Still, there are over 40 Jewelpets which have to appear at least once each season.
  • Love Triangle: Akira-Rinko-Andy/Dian in the first series.
    • Kanon-Mikage-Ruby in Sunshine. Garnet-Dian-Diana for the duration of episode 25.
  • Lucky Charms Title: The dakuten used in the title (to turn the pronunciation from 'sh-' to 'j-') are presented as sparkles.
  • Magical Girl: The toys essentially revolve around humans attending a Wizarding School. In the anime, the trope tends to be played with. It's a guarantee that the Jewelpets will always have magical powers, and most of them are female, but that doesn't mean every season falls into the genre.
    • The first series has a number of unusualities. Rinko is the only human capable of using magic; however, she and both her friends all get their own magical girl outfits. Another thing is that they only wear them when they're in Jewel Land, and they can't change in and out of them as they please.
    • Twinkle is the most typical as far as Magical Girl anime go, since it uses the concept of the toys.
    • Sunshine drops this as a main plot point, but still uses it for purposes of parody in the shape of Kurara Nemoto, a cosplayer who had always dreamed of becoming a Magical Girl Warrior.
    • Kira Deco doesn't use it at all; instead it favours Sentai-type powers and battles.
    • Happiness doesn't use it either.
    • Lady has some tropes, but it's largely downplayed. The girls will change into their ladylike dresses through the pets' magic when they're summoned to hear their tasks, but this doesn't give them magical powers. Later, they do get access to the Jewel Arrow, but it's a very situational and hard-to-use magic, which, again, can't be used without the pets.
    • Magical Change has the gimmick of the pets transforming into girls and using powerful magic in those forms.
  • Magical Land: Jewel Land and Sweetsland.
  • Market-Based Title: Officially known as Jewel Pets in Europe. There's some inconsistency to this: dubs of the anime say Jewelpet when the title appears on screen, yet the channels that present it call it Jewel Pets.
  • Medieval European Fantasy: In the toys, the first series and Twinkle, Jewel Land seems to be in the Middle Ages. Since Sunshine, the anime has depicted Jewel Land as if it's set in the 21st century.
  • Merchandise-Driven: Truthfully this series is driven by the toys more than anything else.
  • Mineral MacGuffin: Since it's a show revolving around jewels, it's to be expected. Every season has some super-important rock that drives the plot at some point or another.
  • Mon: An interesting take on this trope as the mons aren't physical fighters, but wizards instead. The first series is even about them being found and collected.
  • Mythology Gag
    • Sapphie telling the fishes to help her in episode 20 of the first series is reminiscent of Onegai My Melody. She even does the same stance.
    • Opal's design is a shout out to Cornet from Cinnamoroll.
    • Ruby's the My Melody to Diana's Kuromi. Angela looks almost exactly like Piano-chan.
    • The usage of brooms in Sweets Dance Princess is a throwback to the first series, where most Jewelpets got around on brooms.
  • Official Couple: Rinko and Akira, Akari and Yuuma and lastly, Ruby and Granite after the last episode of Sunshine.
  • Oh Crap!: Savvier characters react like this when Ruby announces that she's going to use her magic.
  • One Steve Limit: Subverted, because each season is its seperate universe, so the characters with repeated names don't co-exist. They are:
    • Kuranosuke Hinata (first season) and Hinata Asaka (Sunshine).
    • Ryouko Azabu (first) and Ryouko Izumikawa (Happiness).
    • Akira Nanase (first) and Akira Sakura (Twinkle).
    • Marie Sakura (Twinkle) and Marie Hanazono (Happiness).
    • Diana (the Jewelpet) and Lady Diana (Lady) are the only ones who co-exist.
    • Nene Konoe (Happiness) and Nene (Magical Change).
  • Pink Product Ploy: The toys, promotional art and even the websites in their various languages abuse the color pink, to the point where things start becoming a little monotone. The color is whored substantially less in the anime, especially Sunshine.
  • One-Eyed Shot: This is used a few times in certain episodes, mainly with the Jewelpets themselves.
  • The Power of Friendship
  • Power Trio: This is the most common mode of organization for characters, present in the first 3 seasons, then Happiness. Sunshine deviates from this trend by having a very loose-knit group (see Covers Always Lie).
    • In a franchise-wide context, it also applied to the main Jewelpets, until Labra was promoted to mascot. Then Angela and Rosa came along and they formed their own little trio.
  • Recurring Location: The Strawberry Cafe shows up in the first three seasons. Jewelina's castle appears in Twinkle and Sunshine.
  • Ridiculously Cute Critter: Besides the obvious, for what they are, even the dragons and chimeras of this series are absolutely adorable.
  • Rousseau Was Right: Present to various degrees in the whole franchise, with Twinkle being the best example of this, for its absolute lack of inherently evil characters.
  • Sailor Earth: Because the Jewelpets are based on minerals, it is inevitable that some fans will come up with their own pets based on minerals not yet introduced.
  • Schizo Tech: Some seasons depict Jewel land as almost medieval, while there are things like cell phones and mail orders in existence. Meanwhile, in seasons like Sunshine, where Jewel Land seems to approach the human world's level of technological advancement, there still remain things like underwater feudal kingdoms (which promote idol concerts!) and 17th century pirates.
  • Shoujo Demographic
  • Shout-Out: LOTS! And the list grows with each episode.
  • Slapstick Knows No Gender: It's mostly the female characters who get hit with slapstick comedy. Sometimes, the guys also get some, but most of the time they just stand around looking cool, as is the norm with shoujo anime.
  • Sliding Scale of Silliness Versus Seriousness: From silliest to most serious - Magical Change, Happiness, Kira Deco, Sunshine, first season, Twinkle, and Lady.
  • Spell My Name with an "S": Many Jewelpets' names suffer from this. There's the katakana-to-Roman-alphabet spelling, the Roman alphabet spelling for foreign countries, and the spellings that fansubbers come up with.
  • Spinoff: The anime has a lot of type 2 examples, see Thematic Series below.
  • A Storm Is Coming: Dark Magic almost always manifests itself through dark clouds, when it's not possessing someone else.
  • Sugar Bowl: Given the mood of this franchise, it should come as no surprise that Jewel Land is one sugar-coated world.
  • The Teaser: Midway into Sunshine, they start using this every episode until the end. It's been more-or-less adopted as norm for the following seasons (the first several episodes use an Opening Narration instead of this trope).
  • Thematic Series: Studio Comet and Sanrio make sure all the stories, including the movie and the novel, don't share the same canon as the next. The only things that each story shares are the Jewelpets and the concept of Jewel Land. Apparently, after the fourth season of Onegai My Melody got the series the axe, Sanrio decided to not tell a story that would overarch for many seasons, and that's why the toys have a different story from everything else. Twinkle has the most in common with the general idea of the toys.
  • Theme Naming: Every pet is named after a type of gemstone. King is an exception.
  • Tokyo Is the Center of the Universe: Averted for the most part. The human cast from Kira Deco all hail from places that aren't Tokyo. Akari lives in Hayama. Takaragaseki is a fictional city inspired by Tokyo (and Osaka). Sunshine, when it does visit the human world, never specifies what city.
  • The Tower: The Candy Tower from Sweets Dance Princess. Park eats a bite and awakens to his real identity as the one who'll destroy the tower.
  • Underdogs Never Lose: Ruby and every protagonist (except Kanon) she's partnered with start out as major losers, but become the best come the end of the series.
  • Unusually Uninteresting Sight: Justified in Sunshine and Happiness since humans are used to Jewel Land in those universes.
  • Verbal Tic: Episode titles. Twinkle uses "doki doki", Sunshine uses "Yay" and Kira Deco uses "Deco". The first series on the other hand places a double sound effect at the beginning of the titles; said sound effect is different for all episodes.
  • Widget Series: The first two seasons avoid this if only because non-Japanese audiences are familiar enough with the Magical Girl genre. However, Sunshine and the seasons that succeed it (at least until Lady) will seem pretty oddball to people who aren't deeply familiarized with (modern) Japanese culture.
  • Wizarding School: The Magic Academy in the toys' universe. The concept is present in the first two seasons of the anime, but it's only really plot-relevant in Twinkle.
  • Word Salad Title: All seasons after the first one add another word to the Jewelpet title. The Jewelpets' spell chants will always have that word for the duration of the respective season. Sometimes, they do make sense in a thematic context.

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