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Chuck E. Cheese transforming into a rock star
Jul 3rd 2012, 21:53

By Candice Choi Associated Press Comments New York- 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 The company that operates the chain of children's pizza restaurants is retiring the giant rodent's outdated image - and the man who voiced its character for nearly two decades.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,...

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