You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Chuck E. Cheese Updated for the Mid '90s Restaurant Mascot Now an Electric-Guitar-Playing 'Rock Star' By Ken Wheaton, Published on July 03, 2012 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.