The website looks like Rainbow Brite, the Care Bears, and My Little Pony threw up into the ocean onto the mutant spawn of a catfish and Cthulu.
I've got news for you PETA guys: I know a 1-year-old who won't mistake a fish for a kitten. Kittens are cute, warm, furry incarnations of evil (yeah, I'm a dog person). Fish are cold, slimy, scaly denizens of the watery deep that taste great with malt vinegar. She can tell the difference.
But you can still have fun with their "make your own sea kitten" webtoy.
Tuna: It's what's for dinner!!