In the online game "Animal Jam," players use diamonds as a form of currency. At Diamond Shops, which are located in the Jamaa Township, players can use diamonds to purchase animals, dens, pets, armor and other items.
Players of "Animal Jam" can win diamonds by participating in the Daily Spin, but a diamond prize is not guaranteed with every spin. Players with an "Animal Jam" membership receive a diamond bonus each week, and membership gift cards and gift certificates come with a diamond prize. "Animal Jam" may also issue diamonds to players during what is called the Jamaalidays, which takes place in December. Certain items in Diamond Shops require membership to purchase, such as the giant kangaroo plushie.