Chuck E. Cheese Getting 'Hip' Makeover
Singing rat becomes guitar-playing mouse
By Evann Gastaldo,  Newser Staff
Posted Jul 3, 2012 2:20 PM CDT
A silhouette of the new Chuck E. Cheese, from the official Facebook page.   (Facebook)
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(Newser) – Farewell, Chuck E. Cheese. Awesome as the huge singing rat is, the company behind the character and his chain of kiddie pizza joints decided it's time for a new, hipper image. Specifically, Chuck will be re-launched in an ad campaign this week as a rock star mouse who plays the electric guitar, in an effort to boost declining sales. In revamping the rodent, CEC Entertainment gave the boot to Duncan Brannan, who voiced Chuck for almost 20 years.

In a Facebook post reprinted by Chuck E. Cheese fan site ShowbizPizza.com, Brannan says he only learned he'd been replaced after listening to "Chuck's Hot New Single" online—the song is sung by someone other than Brannan, the AP explains, namely Jaret Reddick, otherwise known as the lead singer of Bowling for Soup.