Editing Chuck E. Cheese (section)

===Rockstar Chuck (2012-Present)===
In the early 2010s, with declining sales, Chuck E. Cheese was redesigned to appeal to 21st-century kids. In June 2012, the new "Rockstar Chuck" was revealed, featuring a new ad campaign called “Say Cheese, It's Funner!” This was the first CGI portrayal of Chuck E. Cheese, replacing the hand-drawn style of the Avenger era. The redesign, which gave Chuck E. a rockstar persona, was met with backlash from fans and regular customers, who found the change too drastic and linked it to the company’s financial troubles.

Rockstar Chuck's personality is more energetic and rebellious, often trying to do things his way, though this is downplayed in recent years. He plays and carries an electric guitar and takes birthdays very seriously. Jaret Reddick, lead singer of the band Bowling for Soup, became the new voice for Chuck E., which led to some controversy. Duncan Brannan, the previous voice actor, was replaced without being notified, sparking media attention. Despite the controversy, CEC Entertainment denied Brannan was fired, stating he was still under contract to provide entertainment at the restaurants.

The Rockstar version of Chuck E. is more energetic and hardcore than earlier incarnations, speaking in a louder tone and emphasizing a radical image.