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CEC Entertainment, Inc.

Chuck E. Cheese to revamp rodent mascot as rock star

Chuck E. Cheese to revamp rodent mascot as rock star

The Chuck E. Cheese rodent mascot is ditching the backward baseball cap and fingerless gloves and reemerging as a rock star with a guitar. The pizza chain’s parent, CEC Entertainment Inc. of Irvine, Texas, is teasing its new spokesmouse with silhouetted images on its Facebook profile along with signs such as “You’ve never seen Chuck E. rock like this!” The company, which began publicly discussing the reimage this spring, plans a full reveal of its new national ad campaign Thursday, according to the Associated Press. Jaret Reddick, lead singer of the band Bowling for Soup, will voice the mascot. This isn’tChuck E. Cheese’s first makeover....

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