The Jewelpets (ジュエルペット Juerupetto^?) are a group of animal characters created in 2008 as a joint-venture between Sanrio and Sega Toys.^[25] There are 39 characters in the franchise and each of the animals are named after famous Birthstones, Minerals and Jewels. They each have a different kind of sparkling jewel for their eyes, used for casting special magic called "Jewel Flash". According to fiction, They belong to magicians and live in a mystical place called Jewel Land, attending a school to learn more about magic and each of them are paired with their own human partners. The main Jewelpets in the series are Ruby the white Japanese Hare (whose birthday is on July 29), Sapphie the blue and yellow Cavalier King Charles spaniel (whose birthday is on September 1), Garnet the pink Persian Cat (whose birthday is on January 8) and Labra the pink and white Polar Bear (whose birthday is on December 27).