Jewelpet

Jewelpet (Japanese: ジュエルペット, Hepburn: Juerupetto) was a Japanese media franchise and toy line created in 2008 as a joint venture between Sanrio and Sega Toys, produced by the third character designer of Hello Kitty, Yuko Yamaguchi and illustrated by the character designer of Cinnamoroll, Miyuki Okumura. The franchise was originally launched on January 15, 2008, focusing on animals named after jewels, birthstones and minerals, who can use magic using their eyes.

Due to its success, Sanrio and Sega Toys expanded the Jewelpet franchise overseas. The franchise is currently being licensed by Italian company Giochi Preziosi for its European release.

The official slogan is "Eyes of Jewel that Shine, glittering with Luck and Good Fortune".

Story
In an antique shop, there was a magical Jewel Box which sat there for centuries and shined in very bright colors. A girl accidentally encountered the box and opened it, causing a strange light to shine and the girl was sucked inside. She was now in a strange new world that shined like jewels. A sign read 'Jewel Land'. The girl was amazed, as everything shone in bright colors and was decorated in all kinds of jewels. At the center of the town, there was a strange tower, also decorated with magical jewels. She went to the tower and went inside.

The girl was greeted by a princess and was happy to see her as she offered her a jewel apple. The girl accepted the gift and the jewel in the girl's hand glowed, magically transforming into a cute animal. The princess said the creature was called a Jewelpet, and each of them live in Jewel Land. However, she also told her the crisis that Jewel Land was facing as the magic was starting to vanish. She told the girl that she must raise that Jewelpet she had into a full-fledged magician.

Each Jewelpet differs from their magical Jewel Eyes and depends on the human partner who awakens them and use magic whenever they need to. They all study magic along with their partners in a special school in Jewel Land for them to become master magicians. The pets and their partners must endure a lot of hardships and even trouble. With each care the human partners give to their Jewelpets, the pets love them back.

For a Jewelpet to become a magician, it must go through rigorous training and studying with their human partners to prevent the crisis in Jewel Land. If the Jewelpet becomes a magician, they'll be rewarded with a magical Jewel Cloak, as a symbol of mastery over its magic.