McDonald's launched the fictional McDonaldland world in 1971 as a setting for television advertising and branded characters.
The campaign presented McDonaldland as a colorful fantasy landscape populated by characters connected with McDonald's food and restaurant experience. Ronald McDonald served as the central figure, while characters such as Grimace, the Hamburglar, Mayor McCheese, and the Fry Kids supported the broader advertising world.
McDonaldland is sometimes dated incorrectly to Ronald McDonald's earlier introduction in 1963. Ronald existed before the fictional setting, but the named fantasy world and its character-based campaign emerged in 1971. The campaign gave McDonald's a distinctive visual universe aimed especially at children and families.
Some characters changed appearance, names, or advertising roles over time. Even so, the 1971 launch is the key date in the branding history of McDonaldland.