For three years, Josh Green has loved being a webslinger. With a custom-made costume, he has appeared at dozens of local charity events and fundraisers as Niagara's own Friendly Neighbourhood Spider-Man.

So when he received an email from Marvel Entertainment last week, he was "excited." He thought it might be a note of thanks for his efforts.

Instead, it was like a pumpkin bomb from the Green Goblin. Green's heart sank as he realized it was a cease and desist letter, accusing him of "blatant and egregious infringement of Marvel's valuable intellectual property."

The letter, sent by Marvel's deputy chief counsel, Eli Bard, said Green has been "commercializing character appearances" to promote his business, Go Fitness Niagara. It included two Instagram photos of Green in his costume from an account named 'mrgofitness.'

The letter demanded Green remove all references to Marvel characters from his social media accounts, as well as cancel all future appearances. He was also ordered to provide any business invoices generated through the use of Marvel's property.

It comes a month after Bard sent New York City Coun. Ben Kallos a similar cease and desist, after Kallos dressed as Captain America in a fundraising email. (Eli Bard, coincidentally, is the name of a supervillain in Marvel comics.)

Green has already started the long process of removing photos from his Instagram, Twitter and Facebook pages. But as for business receipts, there are none - he only dressed as Spider-Man for charity.

"I'm usually invited to show up and mingle with kids," he said. "These have all been volunteer-based ventures."

As Spidey, Green has appeared at events including Pearl Gloves, Heater's Heroes, the Niagara Falls Santa Claus Parade and Niagara Children's Centre Superhero Run.

Green was nicknamed Spidey during high school because of his acrobatic talents. When he opened his gym, he decided his nickname could also be a way to "give back to the community." He ordered a "movie quality" Spider-Man costume online and started appearing at local events.

He was an instant hit. So much so that events started promoting his appearances - which Green worries may have caught Marvel's attention.

"(They would) announce 'Come meet your favourite Marvel superheroes' . so now all of a sudden, Niagara's friendly neighbourhood Spider-Man is the real Spider-Man, and in Marvel's eyes that wasn't something they were a fan of."

Green contacted Marvel pleading his case, asking if he could still appear in character with their blessing.

"They said while we appreciate your willingness to donate your time to charity, we request you comply to our request. (They said) we already have licensed professionals."

Green is hardly the only costumed character at local events, but is the only one he knows that has earned Marvel's wrath.

Niagara Falls city Coun. Chris Dabrowski, co-founder of Niagara Falls Comic Con, said cosplayers often build their own social media following.

"It's a double-edged sword," he said. "As your popularity grows, so does your fanbase and audience, and the chances of you being recognized grows stronger.

"Josh attracted the attention of one of the biggest comic brands in the industry. Hopefully Marvel can see all of the good that Josh does throughout the community and allow him the right to continue as Niagara Spider-Man."

So far, they don't appear to be budging. Marvel did not respond to a request for comment.

For now, Green has put away his costume and announced on Facebook he has "retired from superhero life."

"My house is full of Spider-Man stuff . when I got that (email) from Marvel it was like a part of me was being ripped away."

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John.Law@niagaradailies.com

905-225-1644 | @JohnLawMedia