"We Jewelpets got an order from the ruler of Jewel Land, Lady Jewelina, to fill this Jewel Box with magic gems so something great will happen. "Look for them pretty please," she said. We became friends with three middle school girls called Chiari, Nene and Ruruka, and together we are searching for the magic gems."If Webkinz had magic and jewels, and was set in a Harry Potter like world, 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.
—Ruby's narration in Happiness
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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. This season is, so far, the most popular season of the anime, owing to its appealing, soft art-style and dark plotline (the darkest of the whole franchise). 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 Mizushirou 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. When Jewelina turns to stone, they are tasked with finding the legendary Deco Stones that will revive her and saving the human world from the Eternal Darkness. It's possibly the most derided season (but don't be surprised if only the Periphery Demographic thinks like that) for being Lighter and Softer (ergo, more childish) than previous seasons.
Jewelpet Happiness (2013): The fifth season focuses on Chiari Tsukikage, Ruby and their friends, who attend the Jewel Academy. Jewelina entrusts them with the Jewel Box, which they have to fill with Magic Gems, while they also have to make friends by running the Jewel Cafe. In many ways, it's a throwback to Sunshine (albeit with a more continuous plot), possibly to compensate for the poor reception of Kira Deco.
Lady Jewelpet (2014): The sixth season is the first not to be made by Studio Comet, but by ZEXCS (They made the Aku no Hana anime. Yeah.). The protagonist Momona is brought by Ruby into Jewel Land in order to become a Lady, a contestant for the title of Queen of Jewel Land.
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 Brűlée's plans to overthrow the kingdom. And what exactly is Park's true nature?
Jewelpet: The Fuss in the Jewel Festival!? (2012): The second sub-arc of the series is a light novel serialized in Kadokawa's Tsubasa Bunko. This one focuses on the Sweetspet Lollip and like the Mana arc, this arc is not officially linked to the anime. The arc tells the story of Lollip's experiences and bond with Ruby and her friends while setting up the Jewel Festival in Jewel Land.
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