Operations

Chuck E. Cheese inks deal with California water park

Photo: CEC Entertainment LLC

October 17, 2023

Chuck E. Cheese parent company CEC Entertainment LLC has partnered with California Dreamin' Entertainment on a multi-year licensing agreement to bring the company's iconic brand to the new California Dreamin' water park, according to a press release.

California Dreamin' will replace the former Raging Waters Sacramento Water Park in San Jose, California.

"I am absolutely thrilled to partner with California Dreamin' on our first-ever location-based entertainment project," David McKillips, president and CEO of CEC Entertainment, said in the press release. "In nearly 50 years, Chuck E. Cheese has hosted more than one billion guests and is one of the most popular children's properties in and outside our fun centers. Evolving our IP in new areas of location-based entertainment is another exciting and natural step for our iconic family-friendly brand."

In addition to the branded children's and family area, the two companies will develop immersive branding, entertainment and marketing elements like:

• Chuck E. Cheese-themed children's area to feature family-friendly branded water rides, slides, and splash zones.
• On-Site arcade and branded retail shop.
• Pasqually's Pizzeria Restaurant, serving Pasqually's pizza, wings, and desserts.
• Market-wide cross promotions with the Sacramento and Northern California Chuck E. Cheese fun centers.
• Special live appearances throughout the season, featuring Chuck E. Cheese and his fellow iconic characters including Jasper T. Jowels, Mr. Munch, Helen Henny, Bella B. and Pasqually.

"Chuck E Cheese is an instantly recognized premiere kids and family brand that transcends generations," Steve Dooner, CEO of California Dreamin', said in the press release. "With millions of fans in California and around the world, this will be a fun and unique themed experience for our guests. Plus, the Company's expertise leading the industry with the world's best arcades, innovation in F and B, and original entertainment makes for a perfect partnership for our park."

Chuck E. Cheese operates nearly 600 fun center and more than 120 Peter Piper Pizza venues. The brand also operates Pasqually's Pizza & Wings out of 400 ghost locations.