Chuck E. Cheese, the pizza parlors with arcade games and singing animatronics that was launched by Atari founder Nolan Bushmell 35 years ago, is getting a new look for its mascot. The rascally rodent is getting an edgier look, sporting jeans and an electric guitar along with his trademark purple-and-green shirt.

The mascot will be voiced by Jaret Reddick, the front man for Bowling for Soup, a pop-punk band. Reddick has already done voice work for Disney’s animated show Phineas and Ferb. Starting Tuesday, new ads will start running featureing the new look. The campaign, called “Chuck E. Rocks”, was developed by the Richards Group.

Source: L.A. Times