Andy Montoya
Chuck E. Cheese, the mascot for the Chuck E. Cheese chain of family entertainment centres, has undergone several redesigns since his inception in 1977. Initially conceived as a coyote, a design error led to the character becoming a rat, before he was eventually rebranded as a mouse in 1993. The latest redesign was in 2012, when the character was given a slimmer, rockstar-themed look.
| Characteristics | Values |
|---|---|
| Name | Charles Entertainment Cheese III (Chuck E. Cheese) |
| Species | Rat (1977-1992), Mouse (1993-Present) |
| Backstory | Orphaned mouse who founded the pizza chain because he loves birthday parties since he doesn't know when his own birthday is |
| Favorite Video Game | Pong |
| Inspiration | Mickey Mouse |
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What You'll Learn
Chuck E. Cheese was originally a rat, not a mouse
Bushnell's planners believed that having ""rat" in the name of the restaurant would be inappropriate, so they decided on the name Chuck E. Cheese for the mascot and changed the restaurant's name to Chuck E. Cheese's Pizza Time Theatre. The first Chuck E. Cheese's Pizza Time Theatre opened in San Jose, California, in 1977. The rat mascot was given a New Jersey accent and would tell jokes, occasionally holding a cigar—although this was retired during the Great American Smokeout in 1980.
In 1993, Chuck E. Cheese was rebranded as a mouse, with Duncan Brannan hired as the new voice of the mascot, tasked with transforming him from a rat to a mouse. The character was given a "child-friendly" redesign, with a wider cheek structure, a less pointy and shorter snout, longer eyes, smaller ears, and a slimmer physique. This version of Chuck E. Cheese began appearing in commercials as a skateboarder in 1997 and started appearing in restaurants by 2004.
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The change from rat to mouse was due to a design error
The change from rat to mouse in the Chuck E. Cheese mascot was due to a design error. The character was originally conceived as a coyote, but when a rat costume was mistakenly shipped to the restaurant's founders, they decided to embrace the rat character concept. This was despite the fact that the name "Rick Rat" was dismissed as inappropriate for a restaurant mascot. The rat mascot debuted in 1977, complete with a New Jersey accent, cigar, and the ability to tell jokes.
Over time, the Chuck E. Cheese character softened, with the rat-centric features being removed and the name changing to Charles Entertainment Cheese III. In 1993, the mascot was redesigned to become a mouse, with a wider cheek structure, a shorter snout, longer eyes, smaller ears, and a slimmer body. This was done to compete with the new Discovery Zone family entertainment center. The change from rat to mouse was part of a broader shift in the character's design, which also included a new voice actor and a new band dynamic.
The evolution of the Chuck E. Cheese mascot continued, with the introduction of the "Avenger Chuck" design in 1997, which was a skater-type character. This was followed by the "Rockstar Chuck" design in 2012, which was smaller and more energetic, and played an electric guitar. The changes to the Chuck E. Cheese mascot were driven by a desire to keep the brand contemporary and appealing to children.
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The character has had several makeovers since its inception
The character of Chuck E. Cheese has undergone several makeovers since its inception, with the mascot initially conceived as a coyote. However, when a rat costume was mistakenly delivered, the creators decided to embrace the unexpected and adopt a rat character instead. This decision was short-lived, as the rat concept was later deemed inappropriate, and in 1993, Chuck E. Cheese was rebranded as a mouse.
The evolution of Chuck E. Cheese's character design continued with the introduction of "Tux" Chuck, who wore a tuxedo and white gloves, reminiscent of Mickey Mouse. This version of the character was designed to be more cartoonish and less rat-like, with softer features. "Tux" was followed by "Cool Chuck," who appealed to kids with his hip and casual wardrobe, including a red baseball cap and blue jeans.
In 1997, "Avenger Chuck" made his debut, bringing back the skateboarder theme and dressing as a skater in advertisements. Avenger Chuck was described as a slightly younger version of the character, aiming to be more relatable to the youth of the 90s and 2000s.
The most recent iteration of the character is "Rockstar Chuck," introduced in 2012 to revitalise the brand and connect with a new generation of children. This version of Chuck E. Cheese embraced a rockstar aesthetic, playing an electric guitar and adopting a more radical personality.
Throughout these transformations, Chuck E. Cheese's character has evolved from a rat to a mouse, with changes in appearance, personality, and interests, reflecting the company's efforts to stay relevant and engaging for their target audience.
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The backstory of the character is dark and depressing
The orphanage is described as a fun-filled place, with birthday pizza parties, video games, and music lessons. However, this depiction is far from the harrowing reality of most residential facilities for parentless children. The fictional orphanage is named after a fictional saint, Saint Marinara, who is not a real historical figure but rather a reference to the famous pasta sauce.
After winning a Pong tournament, Chuck E. Cheese uses the prize money to buy a bus ticket to New York, where he meets a man named Pasqually P. Pieplate, a chef and drummer who owned a struggling pizza restaurant. Chuck E. saves the restaurant by working there as a singer and host, and the two become business partners, changing the restaurant's name to Chuck E. Cheese. The backstory also includes Chuck E. Cheese founding a successful nationwide restaurant chain, which is implausible for an orphaned mouse to achieve.
The character's backstory has been described as "horrifically depressing" and "incredibly dark," with the orphaned mouse founding a restaurant chain to compensate for his lack of birthday celebrations. The story has been criticized as derivative of other rodent-based pop culture characters, such as "Ratatouille" and "An American Tail."
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The character's name and backstory don't make sense
The name and backstory of Chuck E. Cheese, the mascot of the Chuck E. Cheese chain of family entertainment centres, have evolved over the years. Originally, the mascot was conceived as a coyote, but when a rat costume was mistakenly delivered, the founders decided to roll with the unexpected rodent concept. The name "Rick Rat" was considered but ultimately rejected as being inappropriate for a restaurant. The name "Chuck E. Cheese" was chosen, in part due to its similarity to Disney's Mickey Mouse.
The character's backstory, as outlined in an e-book released in 2012, is confusing and derivative. The idea of an orphaned mouse who founds a successful restaurant chain is far-fetched and the backstory has clear parallels with other rodent-based pop culture characters, such as Remy in "Ratatouille" and Fievel Mousekewitz in "An American Tail".
The orphan storyline is also problematic as it is revealed that the character is called Charles Entertainment Cheese III, which implies that he is the third of his name, despite being an orphan with no knowledge of his parents. The orphanage he grew up in, St. Marinara, is also a strange choice as it is not named after an actual saint, but rather is a reference to the famous Italian sauce.
The character's favourite video game is Pong, which was developed in 1972, and this is implausible for a 21st-century arcade owner. Overall, the name and backstory of Chuck E. Cheese have evolved in ways that may confuse or alienate older audiences who are familiar with the character's previous iterations.
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Frequently asked questions
The company wanted to modernise the brand and keep it contemporary with kids in the 21st century.
The new design was unveiled in July 2012.
The redesign was initially met with a mixed response from fans and regular customers.
The old design was a rat, which the company used from 1977 until 1992. In 1993, the character was changed to a mouse.
The company wanted to soften the character's image and make it more child-friendly.
