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This is a very old entry — images are small, formatting is off.

 

Chuck E.’s Makeover

Reviewed Jul. 24, 2012 by Armin

Industry / Restaurant Tags /

Chuck E. Cheese Logo, Before and After

Established in 1977 with its first location in San Jose, CA, Chuck E. Cheese is a chain of restaurants aimed at kids — commonly for their hellish birthday parties — and offers “pizza, a salad bar, appetizers, desserts and a feature musical and comic entertainment by life-size, computer controlled robotic characters, family oriented games, rides, and arcade style activities.” Owned by CEC Entertainment, there are over 500 corporate-owned locations and 50 franchises in 48 states of the U.S. and seven other countries. As AP reports, Chuck E. Cheese has been having a rough year and is looking to boost sales. Chuck E. — the restaurant’s mascot since the beginning — to the rescue! Unveiled earlier this month, the rodent has gotten a drastic makeover, as drawn by Chris Ayers, and will be the focus of a new advertising campaign by The Richards Group.

Chuck E. Cheese Mascot

Concept art. Source.

Chuck E. Cheese Mascot

Drawing submitted for trademark. Source.

Chuck E. Cheese Mascot

Final rendering.

Chuck E. Cheese Mascot

Gig poster!

TV commercial.

It’s not the first time one of our childhood icons gets the 3D, cooler-kid treatment and with each passing year and decade more and more of the flat and crude mascots are perishing. This is not to say that I feel nostalgic for Chuck E.; the damn thing has always been creepy and annoying, whether in logo form or in life-size costume or animatronic. While there has been mostly outrage online about the new look — sample comment from their Facebook page: “Chuck E. Cheese? This guy is more like Suck. E Cheese!” — there really isn’t anything wrong with him, other than trying to fit the mold of what one would perceive as a “cool kid,” which perhaps makes it a little generic. And it’s hard to argue that he doesn’t fit in better with today’s Pixar and Dreamworks worlds making him more relatable to kids and their parents. I don’t think he’s all that great and I’m not sure if a makeover will boost sales at the restaurants… at the end of the day I just really hope none of my kids’ friends have a party there that I have to take them to.

Thanks to Macauley Johnson for first tip.

 

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