In a new partnership with UK-based Sea Life, Mind Candy is launching an educational program called the Moshi Marine Force that aims to teach kids about marine conservation.

Running throughout 2014, the program will be featured prominently at all Sea Life’s UK aquarium centers with activities including interactive quizzes, Moshling Swap stations for kids to trade collectibles, and character appearances by Buster, Poppet and Katsuma.

In addition, kids will get the chance to unlock a new exclusive in-game character, Lubber the Whale, at MoshiMonsters.com after locating six Moshlings hidden in tanks around the Sea Life locations. Toy partner Vivid is supporting the activity with a special Lubber the Whale collectible and Carte Blanche with exclusive plush.

Rounding out the program, key retailers will offer more than 450,000 Sea Life Kids Go Free promo packs in-store supported by a Kids Go Free Sea Life promotion in the April issue of Moshi Monsters magazine.

The Moshi Marine Force program kicked off at Sea Life’s London aquarium on March 16 and will wrap up at its Brighton center on November 9.

Just last month, the Moshi Monsters creator launched the free-to-play Moshi Karts app for iOS devices that will also usher in a new branded toy line from UK-based toyco Vivid.