California Dreamin’ Entertainment and CEC Entertainment, the licensing, media, and entertainment division of Chuck E. Cheese, have partnered to expand the Chuck E. Cheese brand. The multiyear entertainment, marketing, and licensing partnership will result in Chuck E. Cheese-branded rides, a themed area, food and beverage, merchandise, and in-market promotions at the new California Dreamin’ Water Park in Sacramento, California.
The former Raging Waters Sacramento Water Park, now operated by California Dreamin’, will rebrand as California Dreamin’ Water Park and undergo several changes. In addition to the Chuck E. Cheese-themed areas, the reimagined water park will feature two California-inspired areas. Calibunga Water Park will be family-friendly, while Cal Soleil will be a year-round operation with a restaurant and wine bar.
The Chuck E. Cheese-themed children’s area will feature family-friendly water rides, slides, and splash zones inspired by CEC Entertainment properties. There are also plans to include an on-site arcade, a branded retail shop, and market-wide cross promotions with the Sacramento and Northern California Chuck E. Cheese fun centers. The water park will also feature Pasqually’s Pizzeria Restaurant, where guests can enjoy Pasqually’s pizza, wings, and desserts. This is the first location-based entertainment deal for Chuck E. Cheese.
The partnership also extends to branded entertainment as Chuck E. Cheese and friends such as Jasper T. Jowels, Mr. Munch, Helen Henny, Bella B., and Pasqually will make special live appearances throughout the season.
“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 [intellectual property] IP in new areas of location-based entertainment is another exciting and natural step for our iconic family-friendly brand,” says David McKillips, President and Chief Executive Officer of CEC Entertainment.
Recently, CEC Entertainment expanded the Chuck E. Cheese brand by signing several new licensees concerning branded merchandise, continuing live tours where Chuck E. Cheese characters play original music across the country, and more.
“Chuck E. Cheese is an instantly recognized premiere kids and family brand that transcends generations,” says Steve Dooner, Chief Executive Officer of California Dreamin’. “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 [food and beverage] F&B, and original entertainment makes for a perfect partnership for our park.”
