Chuck E. Cheese launches program to use iconic characters in retail markets

Chuck E. Cheese has launched a consumer products program based on its iconic brands and characters. Under a new global licensing, media and entertainment division, Chuck E. Cheese will expand its brand presence through strategic partnerships across multiple categories, including apparel, toys, games, collectibles, food and beverage, according to a press release.

The brand has launched several retro apparel collections, and pre-sales of its first-ever Chuck E. Cheese Pop! With Funko has seen strong early sales results.

Chuck E. Cheese mostly recently signed deals with Bonkers Toy Co. and Wilder Toys to develop a range of toys, games and collectibles available in 2024.

"We are incredibly excited to embark on this new chapter for Chuck E. Cheese," Melissa McLeanas, vice president of global media, licensing, and entertainment at Chuck E Cheese, said in the press release. "We have carefully selected a diverse range of partners to collaborate on this initiative, ensuring that every product and experience captures the essence of the Chuck E. Cheese and friends universe and appeals to our wide-ranging audience."