Campaign spotlights Chuck E. Cheese’s growing accessibility programming — including ASL Sign-Along videos created in partnership with ASDC, Sensory Sensitive Sundays™ and Sensory Sensitive Birthdays
Chuck E. Cheese ASL Sign-Along Video: “Helen’s Dream Big”
IRVING, Texas, Aug. 31, 2026 (GLOBE NEWSWIRE) — Chuck E. Cheese, the world’s leading family entertainment center committed to making every celebration accessible for kids of all abilities, today announced a monthlong fundraising campaign benefiting the American Society for Deaf Children (ASDC) in honor of National Deaf Awareness Month this September. The campaign shines a spotlight on how Chuck E. Cheese is making the guest experience more inclusive for every family — from its ASL Sign-Along video series, created in partnership with ASDC, to its long-running Sensory Sensitive Sundays™ program and its newly launched Sensory Sensitive Birthdays package.
Chuck E. Cheese’s commitment to making family entertainment more accessible starts with its iconic birthday song, now sung in English, Spanish and American Sign Language so every guest of honor can join in the way that feels most like them. Building on that foundation, the brand has grown an expansive library of original ASL Sign-Along video content, with new videos rolling out throughout September to make its entertainment and in-store experience even more accessible for families nationwide.
That same approach to accessibility is what brought Chuck E. Cheese and ASDC together in the first place. According to the National Institute on Deafness and Other Communication Disorders (NIDCD), more than 90 percent of deaf children are born to hearing parents, most of whom have no prior experience with American Sign Language or Deaf. Without early access to language, deaf children are at risk of what researchers call “linguistic neglect,” a term used in a study published in the Social Service Review to describe insufficient early language exposure that can affect cognition, mental health and quality of life. That reality is central to why organizations like ASDC exist — and why Chuck E. Cheese is proud to help support their mission.
Guests can join the effort by visiting any of the nearly 500 Chuck E. Cheese fun centers across the United States throughout September, where they can make a $1, $3 or $5 donation to ASDC at checkout via FreedomPay’s Gateway to Giving™, a charitable program that enables seamless giving at the point of sale. Funds raised will directly support ASDC’s free, Deaf-led family resources, including:
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- Free online ASL classes – expert-led instruction with live monthly sessions, mentoring, and parent-focused ASL skills so the whole family can learn together, offered in English and Spanish
- A Deaf Mentor program connecting famlies with Deaf adult role models
- IEP and 504 advocacy support helping families of deaf and hard-of-hearing students start the school year strong
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- ASDC’s Knowledge Center, including an ASL Stories directory and ASL Video of the Week
“Language access changes the trajectory of a child’s life, and community changes how a family experiences that journey,” said Katie Chubb, executive director of the American Society for Deaf Children. “This partnership reflects a shared belief: every child deserves to be fully included, whether that’s in the classroom or at a birthday party. Thanks to partnerships like Chuck E. Cheese, we’re able to put free, Deaf-led resources directly into families’ hands, right when they need them most.”
Alejandra Brady, senior director of communications and D&I at CEC Entertainment, said, “Making every celebration accessible isn’t a separate initiative for us — it’s part of how we operate every day. Whether it’s Sensory Sensitive Birthdays or signing along to our birthday song together, we want every child to feel like the star of their own celebration, on their terms.”
The same spirit of inclusion extends beyond language access. At Chuck E. Cheese, every child deserves a birthday celebration that feels joyful, comfortable and unique to them. As part of that commitment, Sensory Sensitive Sundays™ programming – developed in partnership with Autism Speaks – has expanded to include Sensory Sensitive Birthdays, empowering families to celebrate with confidence in an environment designed for children with autism and other sensory sensitivities.
To learn more about ASDC’s free resources, guests can visit www.DeafChildren.org. For more details about Chuck E. Cheese’s accessibility programming, including Sensory Sensitive Birthdays, visit www.chuckecheese.com/sensory-sensitive-sundays.
About Chuck E. Cheese
Chuck E. Cheese is where over 550,000 happy birthdays are celebrated every year. For nearly 50 years, Chuck E. Cheese has been the place Where A Kid Can Be A Kid®, making birthday kids the star of the show through its interactive experiences, arcade games and the beloved Chuck E. Cheese character. The brand operates more than 500 locations globally and remains committed to providing a fun, safe and inclusive environment through industry-leading programs such as Kid Check® and its partnership with Autism Speaks. As a strong advocate for local communities, Chuck E. Cheese has donated more than $24 million to schools and nonprofits through its fundraising programs. For more information, visit www.chuckecheese.com.
About the American Society for Deaf Children (ASDC)
Founded and governed by parents of deaf children, ASDC is committed to empowering all families with deaf and hard-of-hearing children and youth by embracing full language and communication access in inclusive environments through mentoring, advocacy, resources and collaborative networks. Every member of ASDC’s board of directors is a parent of a deaf or hard-of-hearing child, and its staff bring direct ties to the Deaf community as interpreters and as parents of deaf children. For more information, visit www.DeafChildren.org.
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- Chuck E. Cheese ASL Sign-Along Video: "Helen's Dream Big"
CONTACT: Alejandra Brady Chuck E. Cheese [email protected] Celena Ponce American Society for Deaf Children [email protected]
