McDonald's introduced the fictional advertising world called McDonaldland for characters such as the Hamburglar.
McDonaldland appeared in McDonald's advertising in the early 1970s. It provided a shared setting for Ronald McDonald and characters including the Hamburglar, Grimace, and Mayor McCheese. The colorful world turned individual mascots into a connected cast and gave commercials a recurring story environment.
The name is often confused with a physical theme park or a McDonald's restaurant format. McDonaldland was primarily an advertising setting, although it also influenced restaurant décor, merchandise, and promotional materials.
The campaign helped McDonald's communicate with children through fantasy and recognizable characters. Its use declined as the company changed its marketing approach, but McDonaldland remains a major part of McDonald's branding history. The characters and setting are especially associated with the company's 1970s and 1980s advertising.