The company that operates the chain of children's pizza restaurants is retiring the giant rodent's outdated image and the man who voiced its character for nearly two decades.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 daga who sometimes carried a cigar.

CEC Entertainment, based in Irving, Texas, is struggling to revive sales at its madami than 500 pizza restaurants, which offer games, prizes...