Chuck E. Cheese has expanded its ongoing partnership with the American Society for Deaf Children (ASDC), aiming to create more accessible and enjoyable experiences for all children, including those who are deaf or hard of hearing.

The brand announced the release of its first Sign-Along videos in American Sign Language (ASL), which will be rolling out in September on the Chuck E. Cheese YouTube channel and broadcasting across the Chuck E. Cheese in-store media platform.

Also in September, which is National Deaf Awareness Month, Chuck E. Cheese locations will host national in-store fundraisers benefiting ASDC. From September 1 through 30, Chuck E. Cheese guests will be encouraged to donate by rounding up their purchases to the next dollar at registers at fun centers nationwide.

On September 29, Chuck E. Cheese will donate 20% of all sales made at participating locations to the nonprofit when guests mention “ASDC” at checkout. This portion of proceeds will directly support ASDC’s mission of empowering children who are deaf or hard of hearing, the company said.

In collaboration with ASDC, Chuck E. Cheese will also launch a series of training videos for team members across all fun centers this fall. These videos will focus on teaching basic deaf culture, a variety of greetings in ASL, plus best practices for serving and interacting with guests who are deaf or hard of hearing, ensuring a welcoming and accommodating environment for all.

“At Chuck E. Cheese, we believe in creating fun and memorable experiences for every child and family,” said Alejandra Brady, Sr., director of communications and DEI for CEC Entertainment. “Our partnership with the American Society for Deaf Children reflects our commitment to inclusivity and accessibility. We’re excited about these new initiatives and look forward to continuing our support for the deaf community and beyond.”

“We believe that every child deserves the opportunity to experience joy and connection in spaces that embrace their unique needs,” said Cheri Dowling, executive director of the American Society for Deaf Children. “Our partnership with Chuck E. Cheese is a testament to our shared dedication to inclusivity and accessibility. We’re thrilled to work together on these exciting new initiatives and to continue advocating for environments where Deaf and Hard-of-Hearing children can thrive and create lasting memories.”