To encourage millennial moms and dads to relive their childhoods, Chuck. E Cheese, like McDonald’s, has also been leaning heavily into nostalgia.

Last year, it brought back the voice of its rat mascot Chuck E. in all commercials and ads.

“He means so much to so many people,” Kupferman said. “His presence helps us reinforce everything unique and special about our brand. You’ll be seeing more of him in our future campaigns.”