Segal inks to handle Marvel north of border


TORONTO -- Marvel Entertainment has hired Segal Licensing to sell its super hero-branded merchandise here.

Marvel said Monday that Toronto-based Segal will oversee all sales, retail, merchandising and marketing of the Marvel brand in Canada.

The deal follows Marvel producing "The Incredible Hulk" in Toronto earlier this year, ahead of a summer release.

"X-Men," another Marvel super-hero franchise, had its 2000 debut film shot in Toronto while its two sequels lensed in Vancouver.

"Segal has a truly unparalleled knowledge of the Canadian landscape and will bring a greater focus for Marvel in Canada, utilizing their tremendous experience creating and managing major licensing and retail initiatives for some of the most successful entertainment properties," said Paul Gitter, Marvel's president of consumer products for North America.