Similar to Webkinz, Jewelpet is a toy line that has internet connectivity capabilities using special passwords. Sega Toys collaborated with Sanrio to release the first line of of plush toys featuring the characters from the series in January 15, 2008. Each plush Jewelpet contains a password to access the Web-Gurumi website, a special site in which the customer "adopts" this pet in the virtual world, similar to Webkinz's Webkinz World website. Like Webkinz, if the user doesn't have the password, the user may not get access to the website. Accounts expire within one year, unless another Jewelpet toy is bought, and that animal added to the user account.
An anime adaptation of the series, titled Jewelpet was produced by Studio Comet and premiered on April 5, 2009 on TV Osaka and TV Tokyo, replacing Onegai My Melody Kirara★ in its initial timeslot. The series also recently aired in Taiwan on YOYO TV, and premiered as part the Boing programming block on the Telecinco television network in Spain in April 2010. In February 2011 the series aired in Italy on Italia 1. A second series, titled Jewelpet Twinkle☆ (ジュエルペット てぃんくる☆) began airing on TV Tokyo on April 3, 2010 and concluded its broadcast on April 2, 2011. A third series titled Jewelpet Sunshine (ジュエルペット サンシャイン) premiered in April 9, 2011. A fourth series titled Jewelpet Kira☆Deco—! (ジュエルペット きら☆デコッ！) is announced to be released in April 7, 2012.
The character designs of the Jewelpets and the human characters were handled by Tomoko Miyakawa of Onegai My Melody fame in the first series. Yukiko Ibe, character designer of Nanatsuiro Drops handles the human character designs for the second series while Mariko Fujita, character designer of Galaxy Angel handles the human character designs for the third series.