Rare earths are essential to contemporary industry, including energy-efficient electrical appliances. Take neodymium, for example, one rare earth element. Neodymium magnets are used in the motors of devices like washing machines and hybrid cars. In 2009, China, which supplies more than 90% of the world's rare earths, briefly suspended rare earth exports. The shock that this gave to Japanese industry triggered new interest in developing alternative technologies to ones that use rare earths. We report on the research at the forefront of this burgeoning field.