McDonaldland was the advertising universe introduced by McDonald's in 1971 that featured characters including the Hamburglar and Mayor McCheese. It presented the restaurant's products and brand world through colorful fictional figures.
The campaign was built for children and families. Characters such as Grimace, Birdie, Officer Big Mac, and the Fry Kids joined the setting at different points, creating a recognizable cast that could appear in television commercials, packaging, playgrounds, and promotional material.
McDonaldland is sometimes treated as though it were an actual theme park or a single permanent story. It was primarily a marketing concept, and its characters, designs, and uses changed over time. Some characters were retired, redesigned, or used less frequently as McDonald's advertising strategy evolved.
The campaign was especially influential because it made the brand feel like a fictional place rather than only a restaurant chain. That approach helped distinguish McDonald's from competitors and connected menu items with memorable personalities.