What family of fictional characters did McDonald’s create for advertising beginning in 1971?

McDonald’s created the McDonaldland characters for advertising beginning in 1971.

McDonaldland was a fantasy setting populated by characters connected to McDonald’s food and restaurant identity. Ronald McDonald was its central figure, while Grimace, the Hamburglar, Mayor McCheese, Birdie, and others appeared in television commercials, packaging, merchandise, and promotional events.

The characters helped McDonald’s build a child-focused brand world rather than relying only on product advertising. Their designs and roles changed over time, and several characters were eventually retired or used much less frequently.

McDonaldland is sometimes confused with the Happy Meal brand. Happy Meals were introduced in 1979, while McDonaldland advertising began earlier in the 1970s. The term refers to the fictional setting and its cast, not to a specific menu item or restaurant format.