The Associated Press

This undated handout image provided by CEC Entertainment Inc. shows an image from the company's new Chuck E. Cheese, national ad campaign. The company that operates the chain of children's pizza restaurants is retiring the giant rodent's outdated image and the man who voiced its character for nearly two decades. According to ShowBizPizza.com, a Chuck E. Cheese fan site, the man who voiced the mascot in commercials since 1993 learned of his replacement only after coming across "Chuck's Hot New Single" online and realizing it was sung by someone else. (AP Photo/CEC Entertainment Inc)

By CANDICE CHOI AP Food Industry Writer

NEW YORK (AP) — 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The company that operates the chain of children’s pizza restaurants is retiring the giant rodent’s outdated image — and the man who voiced its character for nearly two decades.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 once was 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, prizes and a musical variety show. In May, CEC said revenue at its locations open at least a year fell 4.2 percent in the first quarter and lowered its outlook for the year.