it seems to be something quite a few of german bottlers do (Agency, Wieber, and Faessle started recently with a Duck themed series...). I would think it's somewhat inspired by the (old) Moon Import bottlings from Italy, which were releasing series of bottles with a similar design topics (carnival, animals, birds, sea) (look look -> http://blog.thewhiskyexchange.com/galle ... on-import/
), also there is a new one called Fetish from Moon, which is quite funny ( http://www.moonimport.it/jsp-moonimport ... ast+Fetish
).... alas, if you see the bottle prices, those will make you double-take & choke...
The Whisky Agency has been serializing their different releases in a similar manner for years. What you are looking at on the HP is part of 'The Bugs' series, but there's also Fungi, Sharks, Landscapes, Moody Lions, Grotesque Croques, Butterflies and so on. All beautifully made.
Also, I think this tickles' some peoples hunter & gatherer genes and the urge to be a complete-ist... which is obviously good for the bottler in terms of sales and the future 'collectability'... not so much for the purpose of what the whisky has been actually made for since, I would think, this also disencourages people to actually crack them open...