Chuck E. Cheese — the rodent — is getting a makeover
The company that operates the chain of children’s pizza restaurants is retiring the giant rodent’s outdated image — and the man who voiced its character for nearly two decades. CEC Entertainment Inc. says it plans to launch a national ad campaign Thursday with a revamped image of Chuck E. Cheese as a hip, electric-guitar-playing rock star.
It’s just the latest makeover for the 35-year-old mascot, which started life as a New Jersey rat who sometimes carried a cigar.
CEC Entertainment, based in Irving, Texas, is struggling to revive sales at its more than 500 pizza restaurants, which offer games, prizes and a musical variety musical show.
[Edited 9:50PM ET with photo]