Chuck E. Cheese Being Replaced by Hipper Image - The Missourian: Emissourian

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Chuck E. Cheese Being Replaced by Hipper Image

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Posted: Tuesday, July 3, 2012 2:45 pm | Updated: 12:48 pm, Fri May 3, 2013.

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The company that operates the chain of children's pizza restaurants is retiring the giant rodent's outdated image — and the man who voiced its character for nearly two decades.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

© 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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