It might be tempting to dismiss this video of Spider-Man brawling with a guy in front of Toys R Us as a misguided viral-marketing stunt, but a quick check of the address will confirms it's merely another day at Times Square.

There are conflicting accounts of what spurred the wall-crawler into action on Tuesday: His opponent, who reportedly works at a nearby ice cream truck, insists the not-so-friendly neighborhood Spider-Man came out swinging after being confronted about harassing tourists for tips.

"Spider-Man threw the first punch," he tells NBC 4 New York. "He's not a hero, not at all, not even a little bit."

However, onlooker Geoff Goldberg, who posted video of the fight on Twitter, insists Spidey was just coming to the rescue of other costumed characters being targeted by the man. “The guy was harassing a number of performers, other costumed folks,” he tells the New York Daily News. “They’ve notoriously had issues with him in the past.”

No arrests were reported.

Times Square was a colorful history of incidents involving costumed characters, to the consternation of local businesses and politicians: In June, Hello Kitty and Minnie Mouse duked it out over a tip, while just a year ago, a performer dressed as Spider-Man was arrested in a scuffle with NYPD. Repeated efforts to institute a licensing system for the performers has been so far unsuccessful.