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After filing for bankruptcy in 1984, the chain was acquired in 1985 by Brock Hotel Corporation, parent company of competitor ShowBiz Pizza Place. The merger formed a new parent company, ShowBiz Pizza Time, Inc., which began unifying the two brands in 1990, renaming every location Chuck E. Cheese's Pizza. It was later shortened to Chuck E. Cheese's in 1994, and Chuck E. Cheese in 2019. Parent company ShowBiz Pizza Time also became CEC Entertainment in 1998.