After 40 years of service, Chuck E Cheese is to retire its famous animatronic band from a number of its US locations, starting with those in San Antonio and Kansas, Missouri, reports CBS.
In an effort to appeal to youngsters more used to smartphone technology, the FEC chain is updating its in-store experience, replacing the once-popular musical figures with dancefloors where kids can dance with live-action costumed characters.
“It’s the biggest thing we've done for the look and feel of Chuck E Cheese for two decades,” CEC Entertainment chief executive Tom Leverton said in a statement to CBS.
It is expected the modernisation will eventually roll out across its entire 523-strong chain, as it continues the rebranding of itself to Chuck E Cheese Pizzeria and Games, updating its venues with new décor, brighter lighting, sleeker furniture and a revamped menu.
With around 15 per cent of the company’s sales coming from birthday events, it is hoped the new look will appeal to parents.
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