Jul 3 - Chuck E. Cheese to Get New "Hip" Image

NEW YORK (AP) — Chuck E. Cheese has been given the pink slip.

The company that operates the chain of children's pizza restaurants is retiring the giant rodent's outdated image — and the man who voiced its character for nearly two decades.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.

In May, CEC said revenue at its locations open at least a year fell 4.2 percent in the first quarter. The company also lowered its outlook for the year, citing factors such as higher prices for cheddar cheese and rent.

According to ShowbizPizza.com, a Chuck E. Cheese fan site, the man who voiced the mascot in commercials since 1993 learned of his replacement only after coming across "Chuck's Hot New Single" online and realizing it was sung by someone else. The fan site this week published a Facebook post by Duncan Brannan, the mascot's former voice.

Brannan could not be reached for comment. But in the post, he writes that part of his[..]ignment when he first took on the role was to transform Chuck E. Cheese from "a joke-telling, sometime off-color New Jersey rat" to a lovable, mainstream mouse.

He notes that there were various signs in recent months that suggested he was being pushed out, but that he was[..]ured by the company that he was still the voice of Chuck E.

The Facebook post was republished by The Dallas Observer this week.

CEC Entertainment says that Brannan wasn't fired but that it simply "chose to utilize new voice talent."

The new Chuck E. Cheese that launches this week will be voiced by Jaret Red!!, the lead singer for the pop-punk bank Bowling for Soup. The Chuck E. Cheese Facebook page now shows a silhouette of a cartoon mouse playing a guitar.

The first Chuck E. Cheese's Pizza Time Theatre location opened in 1977 in San Jose, Calif. According to ShowbizPizza.com, the founders originally considered calling the restaurant "Rick Rat's Pizza" but a PR agency figured a rat would be a bad mascot for a pizza chain.

The name Chuck E. Cheese was selected because it downplayed the mascot's species and forced people to smile when they said it, according to the site. The chain was founded by Nolan Bushnell, who also co-founded Atari and Pong.

Chuck E. Cheese being replaced with hipper image | Nation/World | Detroit Free Press | freep.com

my daughter loves this place but the pizza is d|sgusting and the games suck

^^^ damn i havent been there in forever, the pizza used to be rockinn when i was a kid. lol.

I don't know why kids love this place we got a joint called stonefire pizza which !!s all over it

yet another childhood memory destroyed

the invention of the PS and Xbox k!lled arcades all over.. it shall k!ll this as well... slowly....

lol I remember chuck e. Cheese and circus world pizza. Games and the play houses were dope back then.

the ole reboot



not Chuck & the crew [pic] many birthday parties were attended there (even hosted a few of my own)

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Make arcades popular again , and you won't need to !! with the stupid mouse's image. That, and focus on making your food not taste like !!. Kids deserve good pizza, not cardboard with low quality cheese.

feet. every chuck e cheeses smells like feet. [pic]

Chuck E. Cheese Pizza















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!! Chuck E. Cheese
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[pic] So we just gonna act like this didn't exist

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This was keeping lil niccas off the arcade too before PS, GameCube and Xbox took over.

It aint been !! since it was this anyway.↓↓↓ Nobody !!ed with Chuck E.[pic]

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Billy Bob was that nicca!

surprised they didnt Hip Hop Harry that nicca Chuck.

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[pic] indubitably

[pic] Showbiz was all dark with all the arcade games and !!. That damn rat just used to play the background plotting his takeover. I remember when it changed over to chuck. That was a sad day.

discovery zone back in the day >>>> charles cheese

Thats all chuck does is play the guitar and do sing a longs while kids jump around like its a mosh pit.