?) is a toy line created by Sanrio and Sega Toys, as a joint-venture project. The toy line was originally released on January 15, 2008, focusing on animals named after jewels, birthstones and minerals, who can use magic using their eyes. Due to the success of the franchise, Sanrio and Sega Toys have plans for an overseas expansion of the Jewelpet franchise, but it is currently unknown if this expansion plan includes the United States.
The series has spawned various merchandise, as well as two anime series in Japan.
The series consists of two Story Arcs, the Rinko Arc (Jewelpet) and the Akari Arc (Jewelpet Tinkle☆). Both Story Arcs focus on two human characters as well as the main Jewelpet mascot, Ruby. The stories on both story arcs are completely different but sometimes Jewelpet Tinkle makes certain references from the last season. Storyline wise, each arc has its own theme.
The current arc is the Akari Arc, focusing on the Main Female Protagonist, Akari Sakura.
In the magical world of Jewel Land, three magicians turned Jewelpets into Jewel Charms so they can travel to the magic forest by the stork with the exception of Ruby, a white rabbit who likes to goof off. But then a strong wind blew the stork and the jewels were spilled, scattering them across Takaragaseki City on Earth. Ruby, now being punished, is sent to Earth to retrieve her friends. On Earth, a student named Rinko along with her friend Minami saw a group of shooting stars, not knowing that the pets were scattered in the city they live in. After that, Rinko was on her balcony observing the night sky and saw one pink shooting star and fell into her water glass and became a Red Jewel Charm. The next day, she and her friend goes to the jewelry story to examine the jewel, but then got into a jewelry store robbery. They were saved by a boy named Keigo Taitou and saw the red jewel Rinko has. He then explained to them that he was working for a special organization which is linked to the great magicians of Jewel Land and told them about the Jewelpets. As Rinko awakened Ruby, and met Alice later on, it’s now their task to gather all the Jewelpets together and take them back to Jewel Land before an evil Jewelpet named Diana finds them first. As the Series Progresses, the main heroines uncover new Jewelpets on their way. But at the same time, Dian, another Jewelpet who can use Dark Magic awakens from his Jewel Charm State. And now the heroes have to face him and the havoc and chaos that will be caused in both Jewel Land and the Human World. Will they collect all the lost Jewelpets and defeat Dian, or will he plunge both worlds into chaos and despair?