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Chuck E. Cheese Signs First-Ever Licensing Agreement

Chuck E. Cheese Signs First-Ever Licensing Agreement

CEC Entertainment, LLC. and California Dreamin’ Entertainment, Inc., announced a multi-year licensing, entertainment and marketing partnership that will bring the Chuck E. Cheese iconic brand outside its traditional four-walls, for the development of a new branded area within the new water park.

The former Raging Waters Sacramento Water Park is being reimagined by California Dreamin’, the new operator of the park, after announcing a long-term lease with its owner, Cal Expo, on August 1.  An updated master plan includes new rides, F&B, and entertainment offerings, featuring two distinct California-inspired areas: Calibunga Water Park and Cal Soleil.  Calibunga will be a family-friendly water park, while Cal Soleil will be a year-round operation featuring a restaurant and wine bar.

“I am absolutely thrilled to partner with California Dreamin’ on our first-ever location-based entertainment project,” said David McKillips, President & CEO of CEC Entertainment. “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 IP in new areas of location-based entertainment is another exciting and natural step for our iconic family-friendly brand.”

In addition to the branded children’s and family area, the two companies will develop immersive branding, entertainment, and marketing elements like:

  • Chuck E. Cheese-themed children’s area to feature family-friendly branded water rides, slides, and splash zones
  • On-Site arcade & branded retail shop
  • Pasqually’s Pizzeria Restaurant, serving Pasqually’s pizza, wings, and desserts
  • Market-wide cross promotions with the Sacramento and Northern California Chuck E. Cheese fun centers
  • Special live appearances throughout the season, featuring Chuck E. Cheese and his fellow iconic characters including Jasper T. Jowels, Mr. Munch, Helen Henny, Bella B. and, Pasqually

“Chuck E Cheese is an instantly recognized premiere kids and family brand that transcends generations,” said Steve Dooner, CEO 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 F&B, and original entertainment makes for a perfect partnership for our Park.”   

Chuck E. Cheese is a perfect fit for this new water park project, as its first location opened in San Jose, California in 1977.  Known for its restaurants and music-led iconic characters, in recent years CEC Entertainment has positioned the Chuck E. Cheese brand thoughtfully in various aspects of entertainment and in tandem with a national brand transformation initiative within all its fun centers. Today, the brand is featured in original entertainment content aired weekly on YouTube & YouTube Kids, on music streaming channels, via app-based mobile games and live on tour across the country, where the Chuck E. Cheese characters have been performing their original music for audiences over the last three summers. The Company also expanded its licensing efforts with branded merchandise, signing more than a dozen new licensees in 2023.

Current plans for the water park include a new wave pool, surfing attraction, new slides, tubes, raft rides, an expanded lazy river and an all-new children’s area that will feature the Chuck E. Cheese brand. More details on rides, theming and master plan timing are forthcoming.

About The Author

Rebecca Ash

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

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