Chuck E Cheese mascot

Chuck E. Cheese's fights sales slump with mascot makeover

Executives say the new look and ad campaign are part of a brand reinvigoration

CEC Entertainment Inc., parent to the Chuck E. Cheese’s family eats and entertainment chain, has given its signature mouse mascot a major facelift as it tackles first-quarter slippage of same-store sales.

In advertising that debuted nationally on Thursday, the new Chuck E. Cheese has grown slimmer, gained a guitar and become more rock star-like, getting a new singing and speaking voice from Jaret Reddick, the front man for the pop-punk band Bowling For Soup.

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