The McDonaldland advertising world first appeared in 1971.
McDonaldland was a fantasy setting created for McDonald's advertising, populated by characters including Ronald McDonald, the Hamburglar, Grimace, and Mayor McCheese. The campaign gave the restaurant a connected fictional world rather than relying on isolated product advertisements.
The setting was designed to appeal especially to children and helped turn McDonald's characters into a recognizable part of the brand. Many of its characters were associated with particular food or restaurant themes, although their roles changed over time.
McDonaldland is sometimes dated to Ronald McDonald's earlier appearances, but the broader branded universe debuted in 1971. The campaign later influenced playgrounds, merchandise, packaging, and restaurant design, making it one of the most extensive character-based campaigns in fast-food history.