Chuck E. Cheese’s New Campaign Sets a High Bar for Holiday Giving

LOS ANGELES, CA – December 02, 2025 – This Giving Tuesday, family entertainment giant Chuck E. Cheese is launching a holiday initiative that redefines the impact of a simple toy purchase. In a novel partnership with Crazy Aaron’s, the creator of Thinking Putty®, the companies are releasing a limited-edition product where every dollar from its sale will directly support children in need through The Toy Foundation.

Beginning today, a special co-branded purple Crazy Aaron’s Thinking Putty will be available for $4 at over 70 select Chuck E. Cheese locations in Southern California, New York, and New Jersey. The campaign stands out not just for its playful product, but for its profound financial commitment: 100% of the proceeds are being donated, a pledge made possible by both companies absorbing all production and distribution costs.

A New Model for Playful Philanthropy

The collaboration between two brands synonymous with childhood fun represents a strategic evolution in corporate fundraising. By creating a unique, collectible item available only while supplies last, the initiative transforms a simple transaction into an engaging act of charity. For families visiting Chuck E. Cheese, the opportunity to contribute is seamlessly integrated into their entertainment experience.

“Giving Tuesday is all about the power of community and compassion,” said Melissa McLeanas, Vice President of Branded Media, Entertainment and Licensing at Chuck E. Cheese, in a statement. “By partnering with Crazy Aaron’s, we’re giving families a simple -- and fun -- way to spread kindness while making memories together.”

This model moves beyond passive donation boxes, leveraging brand synergy to create a product with inherent appeal. The low price point makes participation accessible to a broad audience, empowering children and parents to make a tangible difference with a small purchase. It’s a strategy that recognizes the power of consumer engagement, turning a fun collectible into a symbol of collective goodwill.

“This partnership embodies what the holidays are all about -- community, generosity, and the joy of play,” added Aaron Muderick, Founder of Crazy Aaron’s. “Chuck E. Cheese and Crazy Aaron’s share a belief that every child deserves moments of wonder, and supporting The Toy Foundation allows us to make that vision real together."

The “100 Percent” Pledge

In the landscape of corporate social responsibility, the term “proceeds” can often be ambiguous. However, this campaign sets a clear and high standard. The press release confirms that both Chuck E. Cheese and Crazy Aaron’s have “donated all materials, production, and distribution resources to bring this project to life.”

This means that the full $4 from every putty sold is transferred directly to The Toy Foundation, with no deductions for the cost of goods sold, marketing, or logistics. This level of commitment is a significant step beyond typical cause-marketing campaigns that might only donate net profits. By zeroing out expenses on their own ledgers, the partners maximize the philanthropic impact of every single purchase, ensuring that customer generosity is passed on in its entirety.

This transparent, all-in approach provides a powerful case study in ethical corporate giving. It challenges a common cynicism around corporate charity by demonstrating a genuine investment in the cause, building brand trust while delivering substantial and undiluted financial support to the non-profit partner.

A Legacy of Giving

For both companies, this initiative is not an isolated act of charity but part of a sustained commitment to social responsibility. Chuck E. Cheese has a well-documented history of philanthropy, having facilitated over $24 million in donations to schools and non-profits through its various programs. The company has forged ongoing partnerships with organizations like Autism Speaks, featuring “Sensory Sensitive Sundays” to create a more inclusive environment, and the American Society for Deaf Children, raising funds to support experiences for deaf and hard-of-hearing youth.

This is also not the company’s first collaboration with The Toy Foundation. In June 2025, they partnered for the International Day of Play with a similar fundraising model. Likewise, Crazy Aaron’s has a precedent for using its products for urgent causes. In April 2022, the putty maker released a special edition to support Ukrainian children impacted by the humanitarian crisis, with 100% of proceeds benefiting The Toy Foundation’s relief efforts. This history demonstrates a consistent philanthropic ethos embedded in both brands' corporate cultures.

The Power of Play in Action

The funds raised will be managed by The Toy Foundation (TTF), the philanthropic arm of The Toy Association and a highly-rated charitable organization. TTF holds a perfect 100% score for Accountability & Finance from Charity Navigator and the 2025 Platinum Seal of Transparency from GuideStar, assuring donors that their contributions will be used effectively.

TTF’s mission is to deliver the comfort and joy of play to children facing adversity. It accomplishes this through two core programs: the Toy Chest, which distributes new toys to a network of over 1,500 non-profits, schools, and children's hospitals, and the Play Fund, which provides grants for play therapy projects and supports children affected by natural disasters. Since 2003, the foundation has delivered the benefits of play to over 35 million children worldwide, with its Play Fund alone projected to reach 825,000 children by the end of 2025.

Donations from the Chuck E. Cheese and Crazy Aaron's campaign will directly fuel these efforts, providing toys that offer comfort to children in hospitals and funding programs that use play as a therapeutic tool for healing and development.

Expanding the Impact

Recognizing that the limited-edition putty is only available in select markets, the initiative includes a second, broader component to maximize its reach. From December 10, 2025, to January 10, 2026, all Chuck E. Cheese locations across the United States and Canada will feature a “Round Up” option at checkout. This allows every guest, regardless of their location, to round their bill to the nearest dollar, with the difference being donated directly to The Toy Foundation.

This dual approach ensures that participation is not limited by geography. While the putty serves as a tangible, exciting focal point for the campaign on the East and West Coasts, the Round Up program democratizes the act of giving across the entire network of stores, capturing micro-donations that collectively amount to significant support. This holiday season, the partnership effectively turns playtime into a powerful vehicle for change, one squish and one rounded-up dollar at a time.