The mark consists of the wording "CAPTAIN MCFINN AND FRIENDS MALLS AND RETAILERS UNITE AGAINST BULLYING" and design; "CAPTAIN MCFINN AND FRIEND" in light brown and appearing below the wording "MALLS AND RETAILERS UNITE AGAINST BULLYING" which appears in white and is contained inside a blue banner; the wording and banner is superimposed on the front of a brown boat; on the front of the boat is a blue flag pole with a gold top; around the flag pole is a brown rope; inside the boat appears a shark character; the shark is blue with white the teeth, black fins tips, black gills, black eyes, wears a dark blue tricornered hat with a gold emblem in the front of the hat and a green plumage on the back of the hat; the shark wears a red cape, a blue sleeveless shirt and a brown belt; the shirt has gold trim at the bottom and on the right sleeveless opening; on the belt appears three gold sailing tools and a gold handle of a sword is visible just under the left fin of the shark; out from the top of the shirt appears white ruffles; to the right hand side of the shark appears three children; the back child has beige skin, light brown hair, eyes, nose and mouth, white teeth, and is wearing a blue shirt with light blue sleeves; the middle child is female and has beige skin, black hair and eyes, red lips, white teeth and wears a dark purple undershirt with sleeves which is partially covered by an open light purple short sleeved shirt; the third child, who is closes to the right hand side of the shark has brown skin, eyes and eye brows, white teeth, wears a white tee shirt and an orange and brown plaid shirt; on the left hand side the shark appears a blond girl, with black eyes, red lips, white teeth and is wearing a purple sweater with a white tip of an undershirt appearing above the neck "V" of the sweater, and behind her appears a portion of the shark's red cape; and the boat, shark and children are outlined in brown.