Chuck E Cheese Apparel Launches
Amid reports of a potential IPO, the Chuck E Cheese’s restaurant chain formally launches licensed apparel with Signorelli Group’s 12-piece collection that will be available in Q2, targeting specialty retailers, says Cynthia Modders, whose Firefly Brand Management agency has handled the brand since last April. Signorelli, which sells a range of licensed apparel under its Project Karma brand -–Marvel Entertainment, Barbie, MTV, Nintendo and others – initially will field retro design Chuck E Cheese’s t-shirts, hoodies, tank tops and fleece with the chain’s logo, says Modders. The new licensing agreement comes as the 603-store chain’s owner Apollo Global Management, which bought it for $1.3 billion in 2014, is weighing an IPO that values it at $1 billion, Reuters reported.
The company has a long-standing licensing agreement with Schreiber Foods for mozzarella string cheese and twisters cheese snacks, the bulk of which are sold through Walmart stores. It is considering extending the brand into other licensed food, says Modders.