NEW YORK (AP) - The new Chuck E. Cheese is being unveiled today.

The company that operates the chain of children's pizza restaurants is retiring the giant rodent's outdated image. The 35-year-old mascot started life as a New Jersey rat who sometimes carried a cigar.

CEC Entertainment Inc. says it plans to launch a national ad campaign with a revamped image of Chuck E. Cheese as a hip, electric-guitar-playing rock star.

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.

The new Chuck E. Cheese will be voiced by Jaret Reddick, the lead singer for the pop-punk band Bowling for Soup.

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