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Trademark Licensing: New Team at Chucky Cheese Taps Brandgenuity For Licensing

A new team at CEC Entertainment has selected Brandgenuity to help grow its popular Chuck E. Cheese brand into new categories.

CEC Entertainment announced today that it has selected Brandgenuity to serve as its exclusive brand licensing agency of record for food categories.

The brand has already successfully launched the first-ever Chuck E. Cheese frozen pizza with licensing partner Flatlander Foods. The Chuck E. Cheese pizza is available at more than 2,000 Kroger supermarkets across the country.

“We are thrilled to start working with the team at Brandgenuity and excited to continue extending our brand into new categories for families to enjoy outside of our family entertainment centers,” said Melissa McLeanas, VP of Global Licensing, Media and Branded Entertainment Development of CEC Entertainment, LLC. “The agency has the passion we were looking for as well as the right experience in food, kids’ properties and entertainment to drive this innovation forward.” 

Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that raise brand awareness and generate revenue. The agency’s clients include BMW, Church & Dwight, Sazerac (Fireball Whisky, Buffalo Trace, Southern Comfort), Dr. Scholl’s, Chuck E. Cheese, Kao (Jergens, John Frieda), Mr. Kate, White Castle, NFLPA and many others.

Chuck E. Cheese is the ‘treat down the street,’ an American icon committed to providing fun, safe experiences Where Every Kid Can Be A Kid and winning tickets and prizes is just part of the experience.

The new leadership team says it’s taking the Chuck E. Cheese brand to new heights with domestic and international expansion planned over the next couple of years, and licensing is an integral part of the company’s strategy for innovation and growth. The company operates nearly 600 locations around the world, each year entertains 30+ million guests, and is the place where a million happy birthdays happen every year. 

“The brand’s DNA combines immersive family fun, delicious food and all you can play games. This brand wins by just letting kids be kids, and we love that,” said Jay Asher, Partner at Brandgenuity. “We are committed to finding great partners passionate about Chuck E. Cheese, who can deliver delicious, high-quality products and fun activations that kids will enjoy.”  

Brandgenuity will seek licensees in a variety of food categories and will leverage the Chuck E. Cheese brand’s legacy as the destination for family food and entertainment for more than 40 years.

Families will be able to enjoy Chuck E. Cheese in new ways no matter where they are, including pizza and birthday cake flavors, favorite menu items and seasonal initiatives with the opportunity to extend the entertainment experience of Chuck E. Cheese with activities and value offers included with the packaging. 

CEC Entertainment is a nationally recognized leader in family entertainment and dining with its Chuck E. Cheese, Peter Piper Pizza and, delivery only, Pasqually’s Pizza & Wings brands.

The Company and its franchisees operate a system of nearly 600 Chuck E. Cheese and more than 120 Peter Piper Pizza venues, with locations in 47 states and 17 foreign countries and territories.

BrandGenuity Mixes Well With Kahlúa