Chuck E. Cheese, Hendrick Motorsports Announce National Collaboration

New licensed products, Fantasy Car and more will feature characters and race cars to introduce auto racing to a new generation of fans.

License Global

May 18, 2023

3 Min Read
“Chuck E. Cheese Racing World” mobile game
“Chuck E. Cheese Racing World” mobile gameChuck E. Cheese x Hendrick Motorsports

Chuck E. Cheese, a global family entertainment venue, and 14-time NASCAR Cup Series champions, Hendrick Motorsports, have announced a new collaboration. The partnership creates a new platform to introduce the world of auto racing through entertainment to kids and families.

The new co-branded “Racing World” is an addition to the growing Chuck E. Cheese licensed program, which includes merchandise at retail for both kids and adults across its classic, retro and current styles. The program will feature Hendrick Motorsports in Chuck E. Cheese locations nationwide, offering various licensed products, kid-focused video content and more.

Chuck E. Cheese, Hendrick Motorsports Apparel

Chuck E. Cheese, Hendrick Motorsports Apparel

“We are thrilled to partner with Hendrick Motorsports, one of the most successful and iconic teams in auto racing history, to bring the Chuck E. Cheese brand to millions of fans across the country,” says David McKillips, president and chief executive officer, CEC Entertainment, parent company of Chuck E. Cheese. “In addition, our new in-store entertainment and promotional platforms offer a new and unique way to introduce this exciting sport to millions of young kids and diverse families in more than 460 locations across the nation.”

“Like so many others, I grew up looking forward to every trip to Chuck E. Cheese,” says Jeff Gordon, four-time NASCAR champion and current vice chairman, Hendrick Motorsports. “Having the opportunity to work with this iconic brand and connect millions of young kids to Hendrick Motorsports is very exciting. Racing brings so many families together, and I believe fans of all ages are going to have a lot of fun engaging with this program.”

The collaboration will kick off May 25 with an appearance of the exclusive Chuck E. Cheese fantasy scheme car at a grand re-opening event in the newly remodeled Chuck E. Cheese fun center in Concord, NC. The car will also appear at the Hendrick Motorsports Fan Fest May 26-27 before going to Charlotte Motor Speedway on May 28 as part of the on-site fan zone activation on Speed Street. A limited selection of new co-branded Chuck E. Cheese Racing World merchandise will be available online in the Chuck E. Cheese Shop and at the track. New products will be available online and at retail throughout the year.

Chuck E. Cheese fantasy scheme car

Chuck E. Cheese fantasy scheme car, Hendrick Motorsports

In addition to licensed merchandise, the collaboration will offer fans several ways to interact with racing and new entertainment including:

  • Hendrick Motorsports integration within the “Chuck E. Cheese Racing World” mobile game, free to download in the iOS and Android app stores

  • Co-branded entertainment content and activities, introducing kids to the world of professional racing with the help of Chuck E. Cheese and Hendrick Motorsports

  • Promotional activations at Chuck E. Cheese fun centers across the U.S. and online beginning June 14

The two-year collaboration will offer existing and new fans of auto racing and Chuck E. Cheese more reasons to interact with Hendrick Motorsports and characters across new mediums.

See NASCAR at Licensing Expo, taking place on June 13-15 at Mandalay Bay Convention Center, Las Vegas.

Register for Licensing Expo 2023.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like