Development and production
The anime's production was first green-lighted in 2008 and was announced during the 2009 Tokyo Toy Forum on 14 January 2009 to coincide with the franchise's release.[5][6] Sanrio first contacted Studio Comet if they can make another anime based on their characters, as Onegai My Melody Kirara★ was approaching its conclusion. The studio agreed to do an animated adaptation of the Jewelpet toy line.
Early pitching of the anime didn't involve the Human World at that time and only involves both the Jewel Charms and Jewel Land. Another insetting about the early story pitch is that the main characters are all witches all searching for the Jewelpets and trying to stop the Dark Magic, which is a similar concept to Studio Comet's previous Sanrio anime, Onegai My Melody. During the pitch, the main Jewelpet, Ruby is meant to be polite and tidy character wise. Though Sanrio and Sega decided to alter her personality into a scatterbrained but naughty character, which is reflected by the Jewel she is based on. These changes were also made in the other characters in the franchise, though their birthdate is not changed.
The series underwent several development phases to explore and work on the series with the collaboration from Sega and Sanrio with several new voice actors were hired to voice the main characters including the former Morning Musume member Kamei Eri and AKINA.[7] Promotions of the series were also made and it is meant for the young demographic similar to Onegai My Melody.
Several trailers were aired during the ending episodes of Onegai My Melody Kirara★, before it officially aired on 5 April 2009[8] and ended its broadcast on 28 March 2010.
The series was moderately received during its broadcast in the Kanto Area, being overshadowed by both Dragon Ball Kai and One Piece in terms of ratings. However, with the Jewelpet merchandise already being popular, Sanrio decided to expand the Jewelpet franchise overseas to get the target sale of 5 Billion Yen. The company however earned 6 billion yen in sales due to the anime's popularity, which boosted the franchise greatly that time.
Development of Jewelpet Twinkle began in late 2009 during the first series's airing. Seeing the moderate success of the first series, Sanrio decided to ask Studio Comet to make a second series with a fresh new storyline. During the development, the company decided to change the schedule of the anime from Sunday to Saturday, but retained the airtime and also switched stations from TV Osaka to TV Tokyo.
Newer concepts were also brought into the series such as the use of Jewel Charms as magical items, a different take on casting magic spells on both humans and Jewelpets and introductions to newer character designs that will fit with the storyline. Also, rather than a sequel to the first series, the second is more of a reboot but also referencing concepts from the older series. Twinkle heavily use the concept of the Magic Academy, where Jewelpets study to become full pledge magicians, while incorporating things related to real life schools and academies and is heavily magic-oriented but very serious story-wise.
Location wise, the hometown of Akari Sakura, the series's main human protagonist is based on the town of Hayama, Kanagawa. The production staff went to the place and used it as inspiration for the Anime's setting. These locations in Hayama that's recreated in the anime includes the bus stop near the coast of Hayama and the staircase leading to the Hayama Imperial Villa. Other locations in the said town were also recreated in the anime like the Morito Beach, where Ruby and Akari first met.[9]
Staff from the previous series were brought in to aid into the production of the anime, with the inclusion of Michiru Shimada, Yukiko Ibe and Takashi Yamamoto, who previously worked on the anime adaptation of Nanatsuiro Drops. Takashi Yamada and Yuki Entatsu also returns to produce the anime and aid with the series's script, before Yamada moved on and produced HeartCatch PreCure!. The series debuted on 3 April 2010 and ended on 2 April 2011. Twinkle became an instant success, sales and ratings wise, making the first Sanrio Anime Series to have successful receptions on all target demographics.
Production of Jewelpet Sunshine began in late 2010. With the success of Twinkle, Sanrio and Studio Comet decided to make a third series to cater in more to a much older demographic. The School concept from the last series was adapted but was in a more contemporary setting instead of a magical academy one seen in Twinkle. But the view on how Jewel Land and Earth is seen is much more different than its previous counterparts. Takuyaki Inagaki of Muv-Luv Alternative: Total Eclipse directs the series and Yuko Kakihara of Persona 4: The Animation handles the series composition.
Another interesting concept on Sunshine is instead of a full 30-minute episode, each episode is divided into two stories, similar to Onegai My Melody Sukiri and Onegai My Melody Kirara. The slice of life and comedy format from Gin Tama is also used as an inspiration for the anime as well, which is later adapted to the fourth series, Jewelpet Kira Deco. In its story pitching, the entire series is composed of Gag Stories and is considered as a big parody in every episode. References from 1980's Japanese comedy as well as references to Japanese and Western Pop Culture, several TV shows, anime, manga and music in the 1990s, makes the series stand out more than the previous two.
Jewelpet Sunshine began airing on 9 April 2011 and ended on 31 March 2012. It received two awards in the 2011 Japanese Otaku Awards due to its unique story plot and references to 80's and 90's pop culture.[10]
The fourth series began its production in late 2011. The full episodic format returns in this incarnation as well as adapting the comedy elements from Sunshine for the production of the fourth series. During that time, Shirō Hamaguchi left the production staff to focus on producing some music for the film One Piece Film: Z. During production, Cher Watanabe was hired to do the music for the fourth anime series, and switching the music recording label from Nippon Columbia to Universal Music Japan. Also, the key staff from Onegai My Melody returned to produce the series and Kazuyuki Fudeyasu, who wrote the second season of Tantei Opera Milky Holmes is in charge of the series's scripts.
The series relies heavily on Deco, an artistic design style featuring Rhinestones, which is heavily incorporated. Also, the plot is also influenced from Twinkle's magical concepts to Sunshine's gag stories. The story in the fourth series is meant to be softer than the previous 3, but has a high gag value like Sunshine. During the series's pitching, the concept of the anime involves 5 individuals got sent to Jewel Land and were appointed to search for the Deco Stones all across Jewel Land alongside the Legendary Jewelpet. Also, the episode also has a format, which has the main story plus a mini-segment.
During the anime's production, child actress Mana Ashida had sung both the opening and ending songs of the anime as well.[11] The series premiered on 7 April 2012 and ended on 30 March 2013.
The 5th series is first revealed at the March issue of Shogakukan all-girl magazine Pucchigumi. The magazine explains some details on the series's as well as the 40th Jewelpet, Rossa and will be tied in with the recently revealed Jewel Music Pod to by Sega Toys. During the series production, Hiroaki Sakurai, the director of Cromartie High School and the recently released Jewelpet the Movie: Sweets Dance Princess became involved with the series's development. Shuhei Abe, of the show's sound directors revealed in a series of tweets about some of the cast of the series, which includes the main human characters (Megumi Han, Ikumi Hayama and Mai Aizawa)[12] as well as the pets[13] and the other human characters[14] which were later revealed on the official website.
On the press conference held in Sanrio Puroland on 2 April 2013, voice actors Ayaka Saito and Ai Kayano detailed a few things regarding the upcoming series as well as describing Chiari's personality for the anime as being a "goofy yet energetic girl who thinks positively in all circumstances." Saito also stated that this is her 6th time she's voicing Ruby since the first series.[15] Also in the event, the Japanese idol group Fairies also performed the opening theme for the anime, which is announced to be released in early Summer of 2013.[16] Ito Momoka, one of the members commented that "I'm honored to be able to perform at Sanrio Puroland where I've been visited many times.” Regarding the theme song, she said, “Our song is bracing just like the anime, and the choreography to the song is cute which people can emulate!”[17] The series premiered at 6 April 2013 and ended its broadcast on 29 March 2014.
