Kids’ entertainment brand will grow its licensed product offerings across all categories.

CEC Entertainment has appointed Firefly Brand Management as the exclusive licensing agent for its Chuck E. Cheese’s brand.

Firefly will now seek licensing partners for the brand in all categories.

“Chuck E. Cheese’s is such a popular and great concept with brand recognition off the charts,” says Cynthia Modder, president, Firefly Brand Management. “We are so excited to work with the CEC Entertainment team who maintain such a strong and focused consumer experience. This is a legacy brand that embodies fun, games and good food, loved by all age groups, parents and kids alike. Chuck E. Cheese’s is an iconic family entertainment destination throughout the U.S.–our goal is to bring that experience home through a variety of lovable merchandise. We look forward to expanding the product line and working with key licensing partners to take the brand even further.”

“We have spent the last few years elevating the Chuck E. Cheese’s experience for all our guests–both children and parents,” says Michael Hartman, chief marketing officer, CEC Entertainment. “Our new and improved menu, higher-quality customer service and variety of adult-friendly offerings are helping us improve perception of this already beloved destination for food and fun. We look forward to continuing this progress with enhanced entertainment in partnership with Firefly.”