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Article: CHUCK E. CHEESE'S LOOKS FOR PROFITS OUTSIDE EATERIES: TOY PIZZA OVEN EXTENDS KID EQUITY IN NEW LICENSING DEAL.
- Article from:
- Advertising Age
- Article date:
- May 31, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Chuck E. Cheese's is cooking up new ways to extend the reach of its brand beyond its kids-theme restaurants.
In the latest of several licensing ventures, the 332-unit chain has linked with toy company Wham-O for a branded Chuck E. Cheese's Pizza Oven. The oven allows kids to cook a real pizza at home, and is the chain's biggest licensing deal since it started the practice about three years ago.
The company also markets six branded frozen-food items in some 700 supermarkets, including Wal-Mart Stores' Super Centers in Texas and Florida, and sells various toys playing off the Chuck E. Cheese mouse mascot.
IN TIME FOR CHRISTMAS
The oven ...