Jewelpet's Slogans & Taglines

Jewelpet was launched on 15 January 2008 as a joint venture between Sanrio and Sega Toys, marking the first collaboration between the two Japanese entertainment giants. Conceived by Yuko Yamaguchi—the third designer of Hello Kitty—and illustrated by Miyuki Okumura of Cinnamoroll fame, the franchise introduced magical animals named after jewels, birthstones, and minerals, each possessing unique "Jewel Eyes" that grant magical powers. The toy line debuted with plush toys and an online virtual world called Jewel Land Online, where children could "adopt" their pets. In 2009, the first anime series premiered, produced by Studio Comet, spawning seven seasons, a feature film, and a trading card game. By 2010, over 600 products were available, and the franchise ranked third in Bandai's Child Questionnaire. In 2019, Jewelpet celebrated its 10th anniversary with a special stage show and limited YouTube re-releases.

The brand's core products are toys and media franchise merchandise, including plush toys, collection figures, trading cards, stationery, apparel, and rainwear. Its portfolio spans seven anime television series, one movie, manga adaptations, video games, and virtual pet platforms, all centred on the magical world of Jewel Land.

From its inception, Jewelpet has embraced the official slogan "Eyes of Jewel that Shine, glittering with Luck and Good Fortune." This journey reflects a shift from a collaborative toy experiment to one of Sanrio's most successful character franchises, enchanting children across Japan, Hong Kong, South Korea, and Europe for over 15 years.