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CEC Entertainment taps Brandgenuity to Expand Chuck E. Cheese Food Licensing Program

CEC Entertainment taps Brandgenuity to Expand Chuck E. Cheese Food Licensing Program

CEC Entertainment, LLC., the parent company of Chuck E. Cheese, has announced 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.”  

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 is 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, Founding Partner of Brandgenuity. Added Asher, “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.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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