Keep New Times Free

Chuck E. Cheese Mascot Retooled To Feel (Slightly) Less Dated

Chuck E. Cheese recently rebooted its longstanding skateboarding rodent in favor of a guitar-wielding rock star rat.

The company is clearly trying to do everything in its power to stay relevant to the modern world. Back in May, it announced plans to start producing gluten-free pizzas, presumably to appeal to the tiny percentage of our population that actually has a gluten sensitivity and to appeal to 100 percent of the population that believes "gluten-free" is shorthand for "super-healthy."

While we have fond memories of eating cardboard pizza and dumping our parents' money into arcade games and skee-ball, we can't help thinking that a YouTube commentator might have nailed this one:

"so they changed him from an early '90s character to a mid-'90s character" -SpookyAC130Spectre

I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Phoenix and help keep the future of New Times free.

We called around to a couple of Valley Chuck E. Cheese franchises. They said they were aware of the mascot change but, as yet, there is no official word on new costumes or mascots on the way.

Of course, change isn't a bad thing and it's entirely possible, judging from this early-'90s training video, that Chuck E. Cheese Executives have been right to move the brand forward when it all starts to get a little creepy.

Follow Chow Bella on Facebook, Twitter, and Pinterest.

Keep Phoenix New Times Free... Since we started Phoenix New Times, it has been defined as the free, independent voice of Phoenix, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Phoenix with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.


Join the New Times community and help support independent local journalism in Phoenix.


Join the New Times community and help support independent local journalism in Phoenix.