Brand seeks to enhance inclusivity and accessibility at play centers
Chuck E. Cheese, the family entertainment center brand, has announced a new partnership with the American Society for Deaf Children to enhance inclusivity at its play centers, the company said Wednesday.
Irving, Texas-based CEC Entertainment Inc., parent to the brand, said the partnership is intended to enhance birthday parties, special celebrations, and other events for the deaf or hard of hearing.
In addition to raising money to support the ASDC, the company said it was implementing training programs across all Chuck E. Cheese locations, including educating cast members on basic American Sign Language greetings and offering educational videos on deaf culture.
Chuck E. Cheese was also introducing an original "Sign-Along" series in ASL to be broadcast on in-store media platforms and the brand's YouTube and YouTube Kids channels, following the launch of the "Chuck E. Cheese Birthday Song" in ASL with KIDZ BOP.
"Entertainment and play are universal, and children who are deaf or hard of hearing deserve equal opportunities to enjoy the fun at Chuck E. Cheese," said David McKillips, CEC CEO, in a statement. "This partnership with ASDC enables us to continue fostering a welcoming environment where every child can play and celebrate birthdays with friends and family, showcasing how the world does childhood."
Chuck E. Cheese will enhance communications and interactions, including methods to gain a deaf person's attention, seamless order-taking and using ASL.
"The level of commitment shown by Chuck E. Cheese in creating an inclusive environment and providing accessible content for all kids to enjoy is truly admirable," said Judie Lomax, ASDC board president.
"For deaf and hard-of-hearing children and their families, finding inclusive entertainment options can be challenging,” Lomax added. “Chuck E. Cheese's dedication to inclusivity not only ensures that these children can experience fun and excitement just like anyone else but also sends a powerful message of acceptance and equality.”
Chuck E. Cheese said its Accessibility Subcommittee, within its Diversity & Inclusion Council, will develop training materials and educational content to raise awareness of deaf culture and promote an inclusive workplace.
CEC and its franchisees operate a system of nearly 600 Chuck E. Cheese fun centers in 45 states and 17 other countries and territories. CEC also owns the Peter Piper Pizza brand and Pasqually’s Pizza & Wings virtual brand.
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