Irving-based Chuck E. Cheese could be getting the “Top Chef” treatment—with its kids, games, and parties brand transformed into a TV series featuring adults competing in supersized arcade games.
The mouse-mascotted brand has announced a development partnership with Magical Elves, the L.A.-based producer of unscripted TV shows including “Top Chef,” “Nailed It!” and “Brain Games,” to create a gameshow series based on the brand’s arcade experience.
The show’s format will feature physical challenges played for laughs, where two-member teams of adults will compete in supersized games including pinball, air hockey, alley roller, and the human claw.
The top “ticket-earning” duo will get the chance to exchange their tickets for prizes off a massive version of the iconic Chuck E. Cheese prize wall.
The potential TV series would be tapping into “a multi-generational fan base” that has grown up with the brand, the company said.
Melissa McLeanas, VP of global licensing, media, and branded entertainment development at Chuck E. Cheese, said her company is “thrilled” to be working with Magical Elves, “whose deep expertise in unscripted content make them the perfect partner to capture the wholesome competitive spirit tied to childhood memories and transform the Chuck E. Cheese experience for television.”
“With a legacy spanning over four decades, Chuck E. Cheese has been an integral part of the family experience for both kids and adults across the world,” McLeanas added in a statement.
Expanding the Chuck E. Cheese brand ‘outside the four walls’
The potential series is CEC Entertainment’s first entry into unscripted content, led by the company’s global licensing, media, and entertainment division. The new division has introduced several initiatives as Chuck E. Cheese expands its brand presence “outside the four walls,” the company said, including a licensed merchandise program and original character content.
“Chuck E. Cheese is the place where a kid can be a kid—but as grown adults, we still have dreams of ruling the arcade, taking on the iconic games we love,” Magical Elves co-CEOs Jo Sharon and Casey Kriley said in a joint statement. “We’re excited to celebrate these legendary arcade games plus the best of today, all with a super-sized twist.”
Other TV shows produced by Magical Elves include “Sugar Rush” on Netflix and “Cold Justice” on Oxygen.
Project brokered by Hollywood powerhouse CAA
Top Hollywood dealmaker Creative Artists Agency brokered the project, CEC Entertainment said.
Chuck E. Cheese and its franchisees operate nearly 600 Chuck E. Cheese Fun Centers in 47 states and 18 foreign countries and territories. The company notes that as “a strong advocate” for its local communities, Chuck E. Cheese has donated more than $20 million to schools through its fundraising programs.
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