Augmented reality took center stage at this month’s SXSW as many companies debuted apps allowing consumers to pre-plan living spaces or find their vehicle. This week, America’s favorite mouse is getting in on the action with the development and introduction of Chuck E. Cheese’s first-ever downloadable app, Chuck E.’s Say Cheese!, from the Apple App Store or Google Play. Available for free download today, the new Say Cheese! App makes trips to Chuck E. Cheese’s even more fun for kids of all ages. Using augmented reality, the app allows parents and kids to take fun photos with an animated version of Chuck E. Cheese on any visit to the family restaurant and gaming center. After the meal has been enjoyed, games have been played and prizes have been chosen, a trip to Chuck E. Cheese’s is all about the lasting memories families make by enjoying time together. Knowing that photo sharing helps capture those moments of unleashed joy in a tangible way, family entertainment leader, Chuck E. Cheese’s, began researching and developing a new in-store attraction to enhance that part of the experience. “What differentiates Chuck E. Cheese’s from other family entertainment options is interaction with Chuck E. himself. Since launching our contemporized mascot last summer, we’ve been committed to increasing the breadth of that interaction for families. Augmented reality is perfect for that,” said Scott McDaniel, chief marketing officer of CEC Entertainment, Inc., Chuck E. Cheese’s parent company. “We know our guests are very mobile, and from their feedback we also know they love sharing their memories and photos with their families, friends and even with us. By tapping into augmented reality technology we’ve created a completely unique experience that brings parents and kids into a Chuck E. performance like never before.” After downloading the free Say Cheese! App at home or while in stores, guests can look for pink, orange and blue “Say Cheese Here!” signs that serve as in-store hotspots on tabletops, the sides of games and backdrops throughout every Chuck E. Cheese’s location to activate the app’s augmented reality camera. When launching the app for the first time, guests will see simple step-by-step instructions for putting it into action.