Chuck E. Cheese’s Melissa McLeanas on becoming a media network for families

If you thought Chuck E. Cheese was just about kids’ birthday parties, think again.

The iconic family entertainment brand is undergoing a transformation — complete with a new media network, streaming ambitions and a vision to become a global entertainment leader. And at the center of it all is the CEC Media Network.

“It is a bold new chapter for the company, and the media network is really just a piece of that,” says Melissa McLeanas, VP of global media, licensing and entertainment. “The mission is to really drive incremental revenue for the company in a new way.”

The CEC Media Network turns Chuck E. Cheese’s 500-plus U.S. and global locations into a dynamic media channel — featuring in-venue screens, branded content and a growing slate of connected TV (CTV) inventory. It’s a bold play to blend nostalgia with modern media.

Advertisers are taking notice — especially those looking to reach families in high-attention environments.

McLeanas says the network provides “access to a wide array of advertisers … a turnkey solution for those who are buying programmatic space,” McLeanas says. “We’re seeing a lot of advertisers come through there.”

McLeanas joins hosts Damian Fowler and Ilyse Liffreing on The Current Podcast to discuss how Chuck E. Cheese is leveraging its iconic IP for the streaming era, what advertisers are excited about and more. This once-simple party venue is quickly becoming a modern entertainment platform — and a media partner to watch.