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Franchise: Jewelpet
Cute average pets, but also powerful little witches...note 

"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."
Ruby's narration in Happiness

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.

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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. 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. 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. 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, 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), possibly to compensate for the poor reception of Kira Deco.
Lady Jewelpet (2014): The sixth season is the first to be produced outside of Studio Comet; it is taken over 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. 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.

    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 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.

Features examples of:

  • Adventure-Friendly World: Jewel Land is tailored for this.
  • An Aesop: Episode 13 of Twinkle has a very good one regarding Akari dropping out of the manga competition due to not being able to come up with an ending for her entry: Even if you lose an opportunity to fulfill your dream, it's not the end of the world. You have all the time in the world to fulfill it. There are many other opportunities and alternatives in the future.
  • Age Lift: In European dubs, the Kira Deco 5 (minus Midori, who stayed 8-9) are in high school instead of middle school for unknown reasons.
  • Alien Sky: Jewel Land has two moons.
  • Aliens Steal Cable: Kira Deco. Jewel Land's TV moon is mooching off the human world's TV, converted to 3-D for the Jewel Landians' enjoyment. This becomes important as it's the characters' main way of knowing what's happening in the human world.
  • All Just a Dream: The New Year's episodes of the first series and Kira Deco.
    • Dream Within a Dream: The first series' one had a variation of this by having Rinko wake up from her dream while being in King's dream.
  • All Planets Are Earth-Like: Kira Deco suggests that Jewel Land is part of a continent on the Jewel Planet. Sweetsland is considered a neighbouring country.
  • Alternate Continuity: The franchise runs on this in order to keep things fresh.
  • Alternative Foreign Theme Song: The Italian opening. Every other dub just dubbed the Japanese songs.
  • 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!
  • Animate Inanimate Object: The stand where the Jewel Box is placed in Happiness. Conveniently so, as it always rushes to the scene of the apparition of a Magic Gem.
  • Animation Bump: From Twinkle onwards, the animation budget of each season gets increased and it results in more colorful backgrounds and fluid animation compared to the first series. Happiness pushed the budget further with the opening movie having better animation.
    • This scene in episode 25 of Sunshine featuring Garnet's Flashdance is animated so well, it closely resembles the original scene.
    • Enhanced on DVD: Home video releases tend to get animation boosts.
  • Art Evolution: Compare the first designs to the current designs, both done by Yamaguchi.
  • Artificial Riverbank: The most famous scene of the first series is probably the first time Ruby causes an explosion and sends everyone flying down a riverbank. A variation of the scene featuring only her also appears in the OP.
  • 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.
  • Bad Moon Rising: The great evil of Happiness, the Red Moon that brainwashes people.
  • Bait-and-Switch Credits: The first OP of Happiness makes a big show of Chiari's school uniform transforming into a Magical Girl-ish outfit. Said outfit shows up in the first episode and it's never mentioned or seen again.
  • Balloon Belly
    • In Kira Deco, Pink and Ruby get one after eating Blue's cooking.
  • Battle of the Bands: In the first series, the Jewel Game where Kris is betted is a music contest between Dian and Kris (who dance to a rap tune) vs. the Mascot Trio and the staff of the Strawberry Cafe (who sing "Strawberry Time").
  • Beach Episode: Episode 20 from the first series, episode 22 from Twinkle, a whole arc spanning episodes 17-20 in Sunshine and episode 15 from Kira Deco.
  • Beauty, Brains and Brawn: The series mascots can function as this. Garnet's the Beauty, Sapphie's the Brain and Ruby, well, surprisingly, the Brawn.
  • Betty and Veronica: In the first series, Rinko has Akira as the Betty and Andy as the Veronica.
    • In Happiness it's Rossa as Betty and Labra as Veronica.
  • 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.
  • Bittersweet Ending: Kira Deco. The Mirror Ball is fully repaired thanks to Ruby gathering all the Deco Stones. The Dark General and the entire Decoranian has been defeated. However this means it's time for the humans to say goodbye and leave Jewel Land forever. The good news is that Jewelina and Decorski are revealed to be the same person, Coal and Labra have been revived, Rossa is born and Pink is now happy just being back in her own world.
  • 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.
  • Camping Episode: Episode 36 of Kira Deco.
  • 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.
  • Chained Heat: Ruby and Opal accidentaly glue their rears together (how this is possible when Ruby clearly had glue in her hand but not her butt when she crashed into Opal isn't explained) in episode 14 of Kira Deco. Said glue is stated to have effects lasting for 100 years but they manage to get out of it through a whole bottle of solvent and heaps of sheer determination.
  • Character Development: The characters from each arc learn to overcome their insecurities and become better people.
  • Chekhov's Gun: In Kira Deco, the ladle that Ruby finds but never picks up in episode 1 turns out to be a Deco Stone in the last episode. As well as a slew of random, non-descript objects that show up in other episodes, but the ladle is given more significance.
    • The stone fists that sometimes descend on the characters to punish them for their idiocy are also revealed to be Deco Stones.
  • Cherry Blossoms: The first and final episodes of the first series.
  • Christmas Episode: Episode 38 of the first season, Kira Deco and Happiness.
    • Saving Christmas: In the first series, Dian brainwashes Io and decides to ruin Christmas by stealing the presents from Santa. You know what the heroes have to do.
  • City of Adventure: Jewel Town in Kira Deco.
  • Cloudcuckooland: Kira Deco's interpretation of Jewel Land. Prepare some brain bleach when watching some episodes.
  • Colony Drop: Episode 44 of the first series is about Dian's plan to use Alex's powers to summon an asteroid and destroy the world.
    • In Kira Deco, Jewel Town seems to be in constant danger of being hit by meteors, but the Jewelpets can usually deal with them through magic.
  • Conspicuous CGI: Magical items in the first series, Ruby in the Kira Deco ED as well as the rare CGI of the Saitama Ultra Dome. Happiness's focus on the Magic Gems and the ending counts as well.
  • 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.
  • Conveniently Seated: In the first series, all the major characters sit at the back of the class presumably so the rest of their classmates don't have to be drawn or else a dent would be left in the budget.
  • Cooking Duel: Kira Deco, episode 5. Garnet and Opal compete against each other for Blue Knight in three duels. The first one is a subverted literal cooking duel, where both give orders to Blue Knight to prepare something and whomever he obeys wins; turns out he can't cook and simply puts fresh fish in a plate, which makes Garnet the winner since it pleases her. The second one is a duel of clothes making; Opal wins because Garnet sheared Angela's wool and Blue Knight felt sorry for her. The third one is considerably less goofy; a jewel contest where Garnet wins because she stayed up all night to obtain her jewel, therefore proving that she really does care for Blue Knight.
  • Costume Porn: The magical outfits in the first series and especially Twinkle. Jewelina also gets this in some incarnations.
  • Credits Running Sequence: Half of the first series' ending is Rinko walking through a Deranged Animation background and being joined by Minami, Aoi and their Jewelpets.
  • Culture Clash: In episode 30 of Kira Deco, the gang visits Paradise Town, where jewels and what is normally considered beautiful are regarded as worthless and things like toilet paper rolls are thought of as high class objects.
  • Cute Witch: Doesn't need to be explained.
  • Dance Party Ending: The movie.
  • Dancing Theme: The ending of Kira Deco (CGI Ruby), the endings of Happiness shown so far (the first has the band Fairies, the second one has the main human cast and all Jewelpets doing it).
  • 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 is overall the second darkest in the series. 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
  • Dawn of an Era: The first series' ending. After thousands of years of not knowing of each other's existence, the human world and Jewel Land become fully connected and look forward to a future where they work together. Quite possibly the most positive ending of any Jewelpet season.
  • Death from Above: Played for laughs with the stone fists from Kira Deco.
  • 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 Tatsuyama Sayuri, (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.
  • Descending Ceiling: Episode 25 of the first series. Ruby's explosions save the day.
  • Distant Prologue: The prologues of Twinkle, Sunshine and Kira Deco show Jewelina giving birth to the Jewelpets, presumably more than a decade before.
  • Dodgeball Is Hell: The Jewel Game that stakes Lapis is a game of dodgeball where the impact of the ball is powered by insults. King is chosen to play in it because he's impervious to insults... except, as it turns out, Lapis'. This is the first Jewel Game where Rinko and co. lose.
  • Dysfunction Junction: The main casts of Twinkle and Kira Deco have major psychological issues and overcoming them is the turning point in their Character Development.
  • Early Installment Weirdness: Jewelpets in the first series would be referred to by 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 in most cases (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.
  • Earn Your Happy Ending: First series. After a long battle with Dian where humanity was at stake, he and Diana reform and humans and Jewelpets are allowed to live together in harmony and mutual support.
    • Happiness has Chiari having to fight the guy she's in love with to save Ruby, and this is after some five episodes of everyone gradually becoming possessed by the Red Moon, which isn't lifted until the second-to-last episode, and Chiari debating whether it's right to snap Kosuke out of it when he seems so happy.
  • Elevator School: Jewel Academy from Happiness. It has everything from kindergarten to university.
  • Emoticon: The first series sometimes uses this in its episode titles. Examples: episode 30 "Kuru Kuru (@_@) - Day When Sushi Belt Stood Still" and episode 3 "Bye Bye (>_<) - Arisugawa-san"
  • Epilogue Letter: Every episode of Happiness has the Jewelpet who made the Magic Gem of the episode write a letter to the audience (presumably). They're also Sounding It Out as they write.
  • 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 its debut.
  • Everything's Better with Plushies: The original toys released in 2008.
  • Everything's Better with Rainbows
  • Everything's Sparkly with Jewelry: The Jewelpets have Jewel Eyes, which are made of pure gemstones. But they're like normal eyes in the sense that they hurt if someone pokes them.
  • Evil Is Deathly Cold: Dian in the first series lives in a freezing area, despite the fact that he hates cold.
  • 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.
    • Keigo Tatewaki is believed to be a throwback to Setsuna F. Seiei's portrayal in the Mobile Suit Gundam 00 CD dramas, which took a more parodic approach to the character (they're both voiced by Mamoru Miyano).
    • 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.
    • Retsu is Kouta Azuma (AKA Fighter Roar) without Warrior Roar to give him knowledge.
  • Extendo Boxing Glove: In episode 2 of Kira Deco, Pink suffers the brunt of the police station's security system in this way.
  • 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.
  • Fanservice: Episode 20 of the first series has Minami in a sexy bikini.
    • Also, the covers for the DVD box sets of Sunshine.
    • The covers for the Twinkle fan discs which were drawn by the character designer of the series.
    • Coal's female form. My, what big boobs you have!
    • Ruby got one Ms. Fanservice moment in episode 41. Oh my, nice Playboy Bunny costume there!
    • One of the Imagine Spot on Happiness got Luna fantasizing herself as a hot, sexy, anthropomorphic bunny.
  • Fansub: Critter Subs subbed the entirety of Twinkle (including the OAV), 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.
    • Lady is being subbed by a 4chan-based group called Ai-dle.
  • Fantasy Kitchen Sink: The anime is notorious for it. Especially Sunshine and Kira Deco.
  • Ferris Wheel Date Moment: Episode 41 (Rinko and Andy) of the first series.
  • Festival Episode: Episode 19 of Kira Deco and episode 14 of Happiness.
    • School Festival: Episode 31 (culture) of the first series, episode 32 (sports) and 40 (New Year's) of Twinkle, episodes 27 (sports) and 34 (culture) of Sunshine, episode 11 (sports) of Happiness.
  • Feud Episode: Rinko and Ruby when the latter wets the former's bed in episode 23 of the first series.
    • In Kira Deco, Opal and Io when the latter seems to be giving more attention to Coarumi than Opal in episode 17. In episode 21, Pink and Ruby fight over their embarrassing photographs that were exposed to the public.
  • Fictionary: Jewel Land's own language, which is used in both the franchise and the anime.
  • Five-Man Band
  • Flying Broomstick: The first series.
    • The movie brings them back.
    • Tour, Diana and Dian have personalized broomsticks. Diana's is pink, Tour's is gray and Dian has a pimping gold one that turns into a dragon.
    • Rinko, Minami and Aoi also ride brooms when they go to Jewel Land in episode 14.
  • 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.
  • For Happiness: Literally the whole point of Happiness - make people feel happy so they'll yield Magic Gems and then the Red Moon can be kept in check.
  • Fountain of Youth: In episode 36 of Happiness, the Red Moon turns Jewelina into a baby.
  • Fourth Date Marriage: Kaiser talks with Ruby and Pink about marriage few days after their first meeting.
  • 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, seem to be physically structured like adult humans. They're also fully clothed.
  • Fun Size: Jewelpets and Sweetspets.
    • Jewel Town in Kira Deco is built for the Jewelpets' size, which poses a problem for humans.
  • Gag Sub: Critter Subs uses this infrequently, translating some throw-away lines into memes.
  • Gas Leak Coverup: The first series, where the government of Japan is in cahoots with the Jewel-Landian rulers to make sure that the Jewelpets falling in the human world is kept a state secret. However, it doesn't work, because Jewelpets naturally flock to humans and humans enjoy their company, rendering the coverup moot. Tatewaki realizes this and officially reveals the Jewelpets to the whole world in episode 11. Nobody minds.
  • Gender Bender: In episode 4 of Happiness, the girls and the main Jewelpets use magic to become guys in order to infiltrate the boys' dorm.
  • Getting Crap Past the Radar: Has its own page.
  • Gilligan Cut: In episode 16 of Kira Deco, Ruby shouts that no one will sleep tonight in order to guard the Deco Stones. She and the other Jewelpets are all sleeping in futons in the following shot.
  • Gladiator Games: The Jewel Games apparently used to be this before they were forbidden. When Dian revives them, they take on various, non-violent forms.
  • Gotta Catch 'Em All: The first series focuses on collecting all the Jewelpets. The Jewel Game where Amelie is betted also features this, as the task is to collect more runaway babies than the opponent.
    • Kira Deco has Ruby and everyone go nuts searching for the Deco Stones!
    • Happiness focuses on the collection of the Magic Gems.
  • Go-Karting with Bowser: Episode 46 of the first series has Rinko and Diana, who're stuck in Dian's prison, making sweets for Valentine's Day.
    • In Kira Deco, the main cast relaxes around Opal and Io (and unbeknownst to any of these, Coal) during school hours, despite them being allies of the Decoranian.
  • Graduate from the Story: Happiness ends with Chiari and co. graduating from middle school and into high school, with them remarking that they almost went to middle school again out of instinct.
  • Gratuitous English: The Jewel Pocketbook has written on its cover, "Eyes of jewels that shine, glittering with luck and good fortune."
    • Kira Deco sometimes has English phrases scribbled on the background as an expression of the characters' thoughts.
  • Half-Dressed Cartoon Animal: Some Jewelpets. Averted with some non-Jewelpet animals, who are entirely clothed.
  • How We Got Here: Episode 10 of the first series starts with all the characters apparently lost in a jungle, with Ruby enjoying herself in a field of flowers. Ruby notices it and remarks to the audience that they need to step back a little in the story.
  • Human-Focused Adaptation: The first series, Twinkle and Lady. Sunshine and Kira Deco are more balanced while Happiness favors the pets.
  • "I Know You're in There Somewhere" Fight: Ultimately, the fight against Dark Dian boils down to ridding Dian of the influence of Dark Magic.
  • In Medias Res: Episodes 22 and 30 of Kira Deco.
  • Instant Awesome, Just Add Mecha: In episode 27 of Kira Deco the gigantic Jewelpets combine to form one.
  • 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.
  • Intergenerational Friendship: Keigo Tatewaki (early 20's) with Rinko and friends (14).
  • Interspecies Romance
    • Franchise-wide: Ruby with Tour (pre-Sunshine) and Granite (post-Sunshine).
    • First: King x Lapis, implied Dian x Rinko.
    • Twinkle: Labra (one-sided) x Yuuma.
    • Sunshine: Ruby x Mikage, Garnet x Masago, Iruka x Jill, Opal x Jasper, Katori x Charotte, briefly Shouko (one-sided) x Rald, Ruby x Waniyama (one-sided), Kameo x Fukaet.
    • Kira Deco: Garnet x Blue Knight, Charotte x Midori and later Retsu, Nephrite x Ruby.
    • Happiness: Angela x Takumi, Taira x Flora.
  • Kimodameshi: Episode 18 of the first series.
  • Leaning on the Fourth Wall: A few scenes in each series got some cheesy moments.
    • Breaking the Fourth Wall: Kira Deco is notorious for this, in fact, the series loves this trope to bits!
      • Episode 31 of Sunshine had Ruby interrupt the ED to complain about not getting enough screentime.
      • One scene in episode 9 of Happiness used this, regarding Ruby getting pinned through the ears.
      Chiari: I hope it doesn't become a Running Gag.
      • Another one in episode 9:
      Ruby: Which of us is the main character again?
  • 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.
  • Lotus-Eater Machine: Episode 16 of Kira Deco. Coal creates Pink's ideal world where she's back in the human world, is tall, and has reconciled with her ex. Coal takes on the role of her ex to trick her into giving him the Deco Stones.
  • Love Triangle: Akira-Rinko-Andy/Dian in the first series.
    • Kanon-Mikage-Ruby in Sunshine. Garnet-Dian-Diana for the duration of episode 25.
    • A bizarre and complicated case in Kira Deco: Opal likes Coal, but also has feelings for Io she doesn't want to admit; Io likes Opal but also likes Coal's crossdressed alter ego Coarumi.
  • Lucky Charms Title
  • Made of Explodium / Stuff Blowing Up: The first series. Ruby's jewel magic causes explosions when cast. She does get it right sometimes.
  • Magical Girl: The toys essentially revolve around humans attending a Wizarding School. It's given various interpretations in the anime.
    • 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.
  • Magical Land: Jewel Land and Sweetsland.
  • Magical Incantation
    • First series: Puri Puri Pururin Prism! Open! Jewel Heart!, Puri Puri Prism Jewelrhythm! (Jewel name) Jewel Flash!, Puripuru Puropuru Puriphony! -Jewelpet Name- Jewel Return! and Dark Dark! (Jewel name) Eyes Power!
    • Kira Deco: Kira Deco! Jewel Flash! and Coal Darkness Cloud! Jewel Yamish!
  • 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.
  • Mass "Oh, Crap!": The mascots do one when they see the tattered building supposed to serve as their Cafe in episode 1 of Happiness.
  • Meat-O-Vision: In episode 15 of Kira Deco, the starving main Jewelpets start allucinating that each of them are meat.
  • 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.
  • Meido: The main cast of the first series, sans Aoi, wear this in episode 7.
  • Merchandise-Driven: Truthfully this series is driven by the toys more than anything else, similar to Webkinz.
  • Mid-Season Upgrade: The Jewel Box from Happiness starts out conspicuously empty on the right side; when the left side slots are filled, Jewelina adds slots on the right side. When those are filled in episode 36, Jewelina suddenly remembers that she had also added drawers with, guess what? MORE SLOTS! Enough to last until the end.
  • Mind Screw: Kira Deco is notorious for pushing this trope Up to Eleven. Everything in the series doesn't make perfect sense. Why? Because the premiere we got a lot of heavily decorated things, a bus with jewel decorations, the moon turned into a television and it gets out of hand as all kinds of insane stuff appears in every episode that is Getting a lot of Serious Crap Past the Radar.
  • Mineral MacGuffin: The Deco Stones from Kira Deco and the Magic Gems from Happiness.
  • Mon: An interesting take on this trope as the mons aren't physical fighters, but wizards instead. The first series has a Lilo & Stitch: The Series feel with them being collected or found.
  • Monster of the Week / Victim of the Week: The first half of the first series has a formula where Rinko and co. find someone with a quirk or a problem (victim), and that someone awakens a Jewelpet (monster). Later we have the Jewel Eight arc which drops the victim aspect. Do note that not all episodes used this.
  • Mood Whiplash: Episode 47 in the first series had this. Thought it begins as a riot on protecting Rinko from Dian/Andy at first became a serious kick in the balls moment. After the dating scene, Rinko fell in a trance due to Dian's magic and her friends finally knew Andy is Dian. Worse of all, she got taken away from her friends, crushing both Nanase and Ruby's spirits.
  • 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.
  • No Celebrities Were Harmed: In the first series, episode 3, Sapphie casts her friendship spell on Ewan Backgregor, prompting him to loudly declare Aoi as his best friend.
  • Noodle People: A rather terrifying example in episode 16 of Kira Deco.
  • No Romantic Resolution
    • First series: Minami / Hisashi (Hisashi never learns of Minami's feelings), Aoi / Naoto (love each other but suffer from Twice Shy), Ruby / Tour (Tour's feelings for Ruby are never made clear).
  • 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.
  • Old Dark House: The gang visits one in episode 29 of Kira Deco in order to find a Deco Stone. It turns out that it's Garnet's Summer villa she had forgotten about, and it has no electricity.
  • 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 and Hinata Asaka, Ryouko Azabu and Ryouko Izumikawa, Akira Nanase and Akira Sakura, Marie Sakura and Marie Hanazono, Diana and Lady Diana.
  • Orbital Bombardment: In Kira Deco, when Ruby decides to summon all the stone fists at once.
  • 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.
  • Pinky Swear: This features heavily in Pink and Ruby's friendship. In Kira Deco's ED, Pink also does this with herself, whatever it's supposed to mean.
  • Police Are Useless: Angela and Labra's police force in Kira Deco. They arrest people for the most innocuous things and keep getting in the way of the heroes. They are also incredibly slow and lazy. Sometimes, they get the odd case right, but it doesn't really compensate.
  • Potty Failure: In episode 23 of the first series, Ruby wets Rinko's bed. Rinko gets mad at her, and Ruby retaliates with telling everybody that she also wets the bed regularly. They stay mad for the rest of the episode.
    • Happens again in Kira Deco. Now she is much more embarrassed in public.
      • Again in episode 37 with Yuku.
  • 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 Rossa came along and the trope applies again.
  • Priceless Paperweight: Ruby at first uses the Deco Stones as food condiments.
  • Public Domain Artifact: In Kira Deco, Sapphie wants to decorate her Jewel Pod with a Philosopher's Stone, and takes an interest in the legend of the Mirror Ball believing that one of the scattered pieces might be it.
  • Recurring Location: The Strawberry Cafe shows up in the first three seasons. Jewelina's castle appears in Twinkle and Sunshine.
  • Red Eyes, Take Warning: Characters possessed by the Red Moon have their eyes turn red.
  • Ridiculously Cute Critter: Besides the obvious, for what they are, even the dragons and chimeras of this series are absolutely adorable.
  • Robinsonade: Episode 15 of Kira Deco has the main Jewelpets falling off the town's bridge and being driven ashore of a Deserted Island.
  • Roger Rabbit Effect: Kosuke races against a live-action boar in episode 11 of Happiness.
  • 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.
  • RPG Episode: Episode 47 of Kira Deco.
    • Deep-Immersion Gaming: In the case of Coal and the Dark General, who are sitting at computers. The others get transported into the game flat-out.
  • Running Gag: In the first series, Ruby's exploding magic and Tatewaki's name getting constantly mispronounced; Ryl throwing Ruby into the air with her charges in Twinkle; Kanon's general incompetence at making decent-looking food and Jasper's unhealthy obsession with curry in Sunshine; the saury in Kira Deco; lastly, Chiari tripping on random objects in Happiness.
  • 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.
  • Sentient Vehicle: The Deco Bus from Kira Deco. It needs to lie down to sleep.
  • Serious Business: In episode 44 of the first series, Rinko and co. have to win a Jewel Game of kick the can, or else the world gets destroyed by a meteor.
  • Shipper on Deck: In the first series, Ruby and Nephrite are rightfully convinced that Rinko and Akira are meant for each other, despite their protests.
  • Ship Tease: Tatewaki and Flora in the first series. Mostly it's the scene where Flora pleads with him not to confront Dian.
    • Tatewaki and Rinko also had their moments. Akira even briefly looks at him as a rival in love.
      • Sage's blushing when Mint abuses him.
    • Kira Deco: Pink has moments with both Retsu and Blue Knight.
    • In Happiness, Jasper seems to outright flirt with Marie, and she goes along with him, although she's really only interested in the Magic Gem.
  • Shoujo Demographic
  • Shout-Out: LOTS! And the list grows with each episode.
  • The Show Must Go On: In episode 25 of Happiness, Marie tries to take over the role of prince after Sapphie runs into some trouble that slightly delays her entry. They both step in, and everybody decides to go along with it by proclaiming there's now two princes to marry two sisters. But a third one is missing, so the princesses chase after them. Prase solves the problem by turning Angela (cast as the fairy godmother) into a prince as well, so everybody gets married and the play finishes.
  • 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 - Happiness, Kira Deco, Sunshine, first season and Twinkle.
  • Snowlems: Type III. Dian's Elite Mooks that guard his ice fortress consist of these.
  • Snow Means Love: Nene and Mouri have a moment when it starts snowing in the Christmas episode of Happiness.
  • The Song Remains the Same: The French dub didn't dub "Strawberry Time". Instead it used subtitles.
  • 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.
    • Jewelrhythm or Jewellism?
  • Spinoff: The anime has a lot of type 2 examples, see Thematic Series below.
  • Spontaneous Choreography: The Musical scene in the 26th episode of Happiness.
  • State Sec: Rare heroic example. The organization established by the Government of Japan in the first series, which is linked to Jewel Land to keep the Jewelpets a secret.
  • The Stinger: Used in Kira Deco and Happiness.
  • Storming the Castle: Episodes 25-26 of the first series.
  • A Storm Is Coming: Dark Magic almost always manifests itself through dark clouds, when it's not possessing someone else.
  • Sugar Bowl
  • Take That, Audience!: Kira Deco's Big Bad is an otaku and a NEET who has a huge sense of entitlement, essentially one big middle finger to the periphery audience that previous seasons amassed. Of course, such a move also guaranteed that Kira Deco would become the most hated season among that audience.
  • 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).
  • Teenage Mutant Samurai Wombats: The first series starts out with the Jewelpets arriving in the human world and the government doing everything it can to conceal them from the public. But as it quickly turns out, neither humans or Jewelpets see what the big deal is, so this gets quickly dropped through a press conference in episode 11.
  • Temporary Bulk Change: Everybody in the main cast of Kira Deco fattens up in episode 9 because Kiichi befriends a giant newly-hatched chick (named Kijiro by him) who's a Supreme Chef. It reaches ridiculous heights as they are looking literally like balls by the end of the episode, although that in particular was caused by magical broad beans instead of Kijiro's cooking.
    • There have been two seperate incidents of Ruby and Coal getting ripped as hell and reverting to their normal body shapes in a matter of seconds.
  • Tempting Fate: In episode 39 of Happiness, Marie complains about everybody singing the same song at karaoke, which is the OP song. Next episode, new OP sequence and song!
  • Ten Little Murder Victims: Used in episode 29 of Kira Deco, but without actual death occurring.
  • 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.
  • Threesome Subtext: Ruruka/Takumi/Angela from Happiness. All three get along great, and neither of the girls objects (in fact, they even support each other) to both giving Takumi chocolate. And let's not forget that group hug they shared at the end of their episode.
  • 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.
  • Total Eclipse of the Plot: Episode 43 of the first series is about a lunar eclipse.
  • 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.
  • Trapped in Another World: The Kira Deco 5 accidentaly enter Jewel Land and stay there until the end of the season.
  • True Companions: The Kira Deco 5 of Kira Deco.
  • Two-Timer Date: Happens in episode 33 of Kira Deco.
  • 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.
  • Unrealistic Black Hole: Kira Deco episode 51, where the Dark General uses his magic at the Saitama Ultra Arena to create a black hole to suck in all living beings, except for the internet geeks, so that the Earth can become a paradise for them and prosper under their rule.
  • Unusually Uninteresting Sight: Understandable in Sunshine and Happiness, since humans are used to Jewel Land in those universes. It's stranger for this to happen in the first series, because the Jewelpets' existence has just been found out by the general public.
  • Valentine's Day Episodes: Episode 46 of the first series, episode 45 of Happiness.
  • 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.
  • Wacky Racing: Episode 34 of the first series (one of the Jewel Games).
  • Wham Episode: Episode 51 in the first series. Dian turning into a hideous monster not even the legendary Jewelpet Opal could defeat.
    • Kira Deco, episode 51. Labra dies and turns back into her charm form. Coal dies trying to take down the Dark General. And lastly the Dark General goes berserk as he's going to destroy everyone on his path.
    • Happiness, episode 50. Towards the end, the Magic Gems suddenly shatter, and Nene and Ruruka appear behind Chiari possessed by the Red Moon.
  • 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 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 a subtitle to the Jewelpet title. They only make any sense if you watch the respective seasons. "Twinkle" is part of the magical phrase magician girls use for every spell. "Sunshine" is the word every Jewelpet says at the beginning of an incantation; another meaning is added when you notice that the presence of Dark Magic is always announced through cloudy and icey cold weather. "Kira Deco" refers to the decoration (with jewels, hence "Kira", which means "sparkle") theme of the season. The meaning of "Happiness" is still up in the air.
  • X Meets Y: The franchise itself is Littlest Pet Shop crosses with Harry Potter. The anime differs.

Iris ZeroTurnOfTheMillennium/Anime and MangaK-On!
Jayce and the Wheeled WarriorsToysLalaloopsy
Itazura Na KissShoujo DemographicJewelpet Twinkle
Jakers! The Adventures of Piggley WinksAnimal Title IndexJewelpet Twinkle
Ixion Saga DTAnime of the 2010sJinrui wa Suitai Shimashita
Hanasakeru SeishounenAnime of the 2000sK-On!
James BondFranchise IndexJumanji
Is This a Zombie?Fantasy Anime & MangaJewelpet Twinkle

alternative title(s): Jewelpet
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