35 Advertising services, retail store services, wholesale mail order services and online retail store services all in the fields of downloadable mobile software, downloadable mobile application software, children's educational software, educational computer software applications, downloadable educational mobile applications, downloadable mobile application software for the provision of children's entertainment and recreational activities and electronic games, education software and computer programs in the field of mathematics education for children, computer programmes and software, downloadable software for use in connection with computers, portable gaming devices, console gaming devices, communication devices and mobile telephones, downloadable electronic publications, namely, books, journals, and manuals in the field of entertainment and education for children, electronic publications, namely, downloadable books and journals in the field of mathematics education for children, computer programmes in the field of education for children stored in digital form, electronic teaching devices, software for electronically exchanging data, audio, video, images and graphics via computer, mobile, wireless, and telecommunication networks, computer software for processing images, graphics, audio, video, and text, computer programmes in the field of mathematics education for children stored in digital form, computer software for interactive games and quizzes, downloadable software for mobile phones for educational and entertainment purposes involving the learning of mathematics, electronic games, and recorded content in the nature of children's educational music CDs and DVDs; advertising services, retail store services, wholesale mail order services and online retail store services all in the fields of paper, cardboard and goods made from these materials in the nature of printed matter, printed publications, notecards, printed cards, printed matter relating to promotional, advertising, incentive and loyalty schemes, promotional materials, brochures and pamphlets, books, periodicals, printed educational materials, printed instructional and teaching materials, except apparatus, games and playthings for teaching and instructional purposes