Chuck E. Cheese 

It's time Chuck E. Cheese made a better name for himself; animatronic theatre just isn't cutting it anymore.

How We Sliced It: Create a world in which kids participate in an ever-changing narrative through imaginative and physical play. 

The Objective: Reposition Chuck E. Cheese from being an occasional birthday option to an everyday entertainment option.  

Logo Rebrand

 
 

The New Chuck Narrative

Chuck isn't a creepy pizza dealer anymore, now he's a cheese explorer.  

Kids learn about his epic, dairy-based adventures through seasonally released children's stories that serve as teasers to the in-store experience. The books are distributed through school reading programs and participating bookstores across the country. 

This season's story? Chuck and the Quest for the Golden Cheese!

Take a Listen:

 
 
 

Get Ye to The Cheese

Flagship Chuck E. Cheese locations will be the first to overhaul their spaces to create an immersive place for play.

Flagship Chuck E. Cheese locations will be the first to overhaul their spaces to create an immersive place for play.
 

Mission Video

For kids who didn't get a chance to read the book, there's a quick debrief of what's in store for them when they step in the door. 

 
 
 

An Adaptive Environment

By creating an interchangeable environment, the story never gets stale. Depending on the latest narrative, the in-store experience can be completely different from season to season. How?

Interactive Walls

Projections cover the walls to allow for complete manipulation of space per theme of the season. The walls themselves encourage activity, as kids can win coins by interacting with the screen.

Touch Activated Floors + Surfaces

Lights help kids follow along with the narrative from game to game. If kids aren't into the route, they can make their own, the lights will follow whatever path they create. 


 

Physical

+

Imaginative Play

The narrative of the season's story is reflected thematically in-store, with each floor representing a different section of the book.

 

Floor 1 begins the same way Chuck's story teaser left off, with a cheeseslide entrance. 

Slides_Beginning.png

Floor 2: The golden cheese forest awaits.

     Floor 3: The climax of the in-store narrative is to save Chuck from whatever trouble he's in. In this case it's cheese lava, naturally.


Narrative Game Elements

Kids create within the narrative through physical activity. 

Hop on a railcar by spinning the wheel and watch the golden trees speed by.

Hop on a railcar by spinning the wheel and watch the golden trees speed by.

Rack up some coinage by hopping to and from lily pads.

Rack up some coinage by hopping to and from lily pads.

The longer one can log balance - the more coins he accrues. (Ancient Cheese Proverb)

The longer one can log balance - the more coins he accrues. (Ancient Cheese Proverb)

 
 

Chuck Techs Up

Wristbands

Parents can create an account and opt for a one-time-use wristband that tracks tokens and tickets digitally. Alternatively, they can choose to buy the wristband, making for quick re-entry when the next story rolls around.

Wristbands

Pizza App

Fun doesn't stop at food. The Pizza Dough Throw app makes the food ordering process more enjoyable for both kids and parents. When the pizza is ready, kids are notified on their wristbands.  

 

Taking the Story Home

Chuck E. Cheese collectible badges will be available for anyone who completes the full course of the story in-store. Whether their time was spent in a golden cheese forest, blasting off into space, or digging through cheddar caves; they'll have a small token to remember it by.

Made with these little mice

 
Art Director: Chris Lumain

Art Director: Chris Lumain

Art Director: Maria Kouninski

Art Director: Maria Kouninski

Strategist: Katherine Gannon

Strategist: Katherine Gannon

Experience Designer: Shawn Hurley

Experience Designer: Shawn Hurley

Copywriter: Matt Klugman

Copywriter: Matt Klugman