Segal poised to put Hollywood characters to work for Canadian marketers

No need to trek to Lalaland to ink a deal to leverage the popular appeal of a diverse roster of movie and TV characters on behalf of a brand. Now there's a go-to agency in Toronto.

Over the past year or so, Toronto-based promotions agency Segal has landed so many deals to license popular movie and TV characters that they recognized the need to create an off-shoot licensing division – which they officially did yesterday, putting entertainment marketing vet Stuart Pollock in charge of a ten-person team.

Now on offer to Canadian marketers through Segal are the services of characters from such upcoming Paramount Pictures theatrical releases as Beowulf, Spiderwick, Stardust and Blades of Glory. As well, Segal has licensing rights for the studio’s catalogue of vintage classics such as The Godfather, Breakfast at Tiffany’s, Grease and Top Gun.

Other properties the agency handles include Charlie Brown and Snoopy from United Media’s Peanuts and Granada Ventures’ POCOYO character, as well as other stars from other studios, including Steven Spielberg’s DreamWorks.

Founded in 1994, Segal is a full-service experiential marketing agency, and a member of the Draft family of agencies that are part of the Interpublic Group of Companies. Segal’s non-licensing clients include Virgin Mobile, Sony PlayStation and Unilever Canada.