Jewelpet (Japanese: ジュエルペット, Hepburn: Juerupetto) is 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. The official slogan is "Eyes of Jewel that Shine, glittering with Luck and Good Fortune".