McDonald's introduced the Hamburglar in 1971 as part of its McDonaldland branding.
The Hamburglar was a mischievous character whose comic identity centered on trying to steal hamburgers. He appeared alongside Ronald McDonald and other fictional figures in advertising aimed largely at children.
McDonaldland gave McDonald's a recognizable story setting rather than relying only on product shots or a single mascot. The campaign included characters such as Mayor McCheese, Officer Big Mac, Grimace, and later Birdie the Early Bird. Their costumes and personalities changed over time.
The Hamburglar is often remembered as a small, childlike prankster, but his earliest design was more adult-looking and sinister. McDonald's redesigned him in the 1980s, giving him the appearance that became more familiar to later audiences.