Seen them quite a bit recently on toy youtubers' blogs. They really do look a lot like ocean-themed Shopkins and the cuteness/quality of the design really seems to vary by character in my opinion, actually. They are not made by Moose toys, but rather another brand (TPF Toys) first attempt to market in the U.S., if I recall correctly.
They are definitely trying to capitalize off the Shopkins craze though, with the playsets/blind/bags/multiple figure with a blind bag sets and everything. And the design. And even the name a little, haha.