SeaWorld Parks & Entertainment has begun a major expansion of its brand through movies, television, digital media and licensed consumer products.

In the last year alone, the company has successfully launched a new movie division, released the film Turtle: The Incredible Journey, created the TV show “Sea Rescue” and released numerous sea-themed lifestyle products.

Recently SeaWorld Parks & Entertainment launched its first consumer-facing website that connects fans with nature-themed licensed products such as digital games, toys, apparel and more.

The new MySeaWorld.com features licensed merchandise with ocean, nature and animal themes from Mattel, OfficeMax, SkinIt, Ruckus Media Group, Palmer Cash and InMotion Entertainment. A portion of all net proceeds from SeaWorld’s licensed consumer product sales on the site will benefit conservation.

“This new platform allows us to connect with and inspire fans in a new way, through interesting lifestyle products that express their passions,” says Jim Atchison, chief executive officer and president, SeaWorld Parks & Entertainment. “And, because part of the proceeds from these products will help save wildlife all over the world, we also are collectively helping to make a difference.”

New products on the site include three digital books based on SeaWorld’s animals and a new line of SkinIt–SeaWorld marine-mammal-themed decorative skins for electronic devices.

The SeaWorld Parks & Entertainment display at this year’s Licensing Expo features a frozen “ice bar,” penguins and hourly animal interactions with creatures like an otter, alligator, kookaburra and sloth. Stop by to meet SeaWorld ambassadors and their animal friends in Booth 7462.