Marketing

Chuck E. Cheese is taking over part of a water park

The eatertainment concept has struck a licensing deal to create a new branded area at a Sacramento water park.
Chuck E. Cheese
Chuck E. Cheese will have a branded area in a Sacramento water park. | Photo courtesy of CEC Entertainment.

You soon won’t have to go to Chuck E. Cheese to go to Chuck E. Cheese.

The Irving, Tex.-based food-and-games concept on Tuesday announced that it has reached a multi-year licensing agreement with California Dreamin’ Entertainment Inc. that will effectively put the Chuck E. Cheese brand at a Sacramento water park.

California Dreamin’ has take over the former Raging Waters Sacramento Water Park and inked the deal with Chuck E. Cheese to create a new branded area within that water park. That will include a Chuck E. Cheese-themed children’s area, including family-friendly water rides, slides and splash zones.

There will also be an onsite arcade and retail shop, a Pasqually’s Pizzeria Restaurant with pizza, wings and desserts, along with live performances featuring Chuck E. Cheese characters, such as Pasqually, Jasper T. Jowels, Mr. Munch, Helen Henny and Bella B.

The company also plans marketwide cross promotions with its Northern California Chuck E. Cheese locations.

“In nearly 50 years, Chuck E. Cheese has hosted more than 1 billion guests and is one of the most popular children’s properties in and outside our fun centers,” David McKillips, CEO of Chuck E. Cheese parent CEC Entertainment, said in a statement. “Evolving our IP in new areas of location-based entertainment is another exciting and natural step for our iconic family brand.”

Chuck E. Cheese is no stranger to Northern California. Its first location opened in San Jose in 1977. The brand has been focused on taking its name outside of its typical centers, including mobile games, music streaming channels and YouTube. The company has also expanded its licensing efforts with branded merchandise. 

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