In McDonald's branding, what was Grimace originally portrayed as?

Grimace was originally portrayed in McDonald's branding as a milkshake thief.

When Grimace first appeared in McDonald's advertising in 1971, the character was presented as a large, purple figure with four arms who stole milkshakes. The original concept was more mischievous than the friendly personality later associated with the character.

McDonald's subsequently simplified Grimace's design and changed his role. He became a cheerful, child-friendly companion to Ronald McDonald and other McDonaldland characters. The later version had two arms and a rounded purple body, making the character easier to recognize in commercials, packaging, and merchandise.

Many people remember only the modern Grimace and assume he was always a friendly mascot. The milkshake-thief origin is therefore a notable part of McDonald's branding history. It also shows how the company revised characters over time to make them more suitable for family advertising.