McDonald's first used the McDonaldland characters in a national advertising campaign in 1971.
McDonaldland turned McDonald's advertising into a fictional world populated by characters linked to the restaurant's products and brand identity. Ronald McDonald served as the central figure, while characters such as Mayor McCheese, Grimace, and the Hamburglar helped create recurring stories for children.
The campaign gave McDonald's a way to build a recognizable entertainment universe rather than relying only on food photography or a single mascot. Characters could appear in television commercials, packaging, promotions, and restaurant experiences, making the brand easier for children to remember.
McDonaldland is sometimes dated to the creation of Ronald McDonald in 1963. That earlier date refers to Ronald's introduction as a mascot; 1971 marks the national advertising campaign built around the larger fictional setting and its character cast.