Chuck E. Cheese parent company CEC Entertainment on Tuesday announced the company’s first location-based licensing deal, bringing branded rides, a themed area, merchandise and more to the upcoming California Dreamin’ water park in Sacramento, Calif.
The park will include a Chuck E. Cheese branded children’s and family area with branded rides, slides, and splash zones, as well as an arcade and branded retail shop, and a Pasqually’s Pizzeria Restaurant. The Chuck E. Cheese character, as well as his fellow characters Jasper T. Jowls, Mr. Munch, Hellen Henny, Bella B., and Pasqually will make appearances.
The deal also includes cross promotions with Chuck E. Cheese locations in Sacramento and throughout Northern California.
“I am absolutely thrilled to partner with California Dreamin’ on our first-ever location-based entertainment project,” said David McKillips, CEC Entertainment president and CEO, in a 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.”
The water park will replace the former Raging Waters Sacramento Water Park. With California Dreamin’ as the new operator, the park will include new rides, food and beverage, and entertainment.
“Chuck E. Cheese is an instantly recognized premiere kids and family brand that transcends generations,” said Steve Dooner, CEO of California Dreamin’, in a 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&B, and original entertainment makes for a perfect partnership for our park.”
According to his LinkedIn profile, Dooner began his career at Chuck E. Cheese.
The restaurant brand got its start in nearby San Jose, Calif., in 1977. According to a press release, Chuck E. Cheese is also moving into branded merchandise, having signed more than a dozen new licensees in 2023.
More details on the new water park, including an opening date, have yet to be announced.
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