In McDonald's branding history, which character became its primary mascot in 1963?

Ronald McDonald became McDonald’s primary mascot in 1963.

The character was created for television advertising during a period when McDonald’s was expanding rapidly across the United States. Early portrayals used restaurant imagery, including a paper-cup hat and a tray, before Ronald developed the familiar clown appearance associated with the brand.

Willard Scott, then a television personality in Washington, D.C., was the first actor to portray Ronald McDonald in a commercial. McDonald’s later used other performers as the character became a national advertising figure.

Ronald is distinct from McDonald’s earlier mascot, Speedee, and from the McDonaldland characters introduced later. His arrival helped shift the company’s branding toward a recognizable, family-oriented character who could anchor television campaigns and public appearances.