What fictional advertising world did McDonald’s introduce in the 1970s?

McDonald’s introduced the fictional advertising world of McDonaldland in the 1970s.

McDonaldland placed Ronald McDonald and a group of colorful characters in a fantasy setting built around McDonald’s products and imagery. Characters included Grimace, the Hamburglar, Mayor McCheese, and Birdie the Early Bird.

The campaign gave McDonald’s a distinctive universe for television commercials, restaurant promotions, playgrounds, and licensed merchandise. It was especially important to the company’s family and children’s branding.

McDonaldland characters changed over time, and some were used more heavily than others. The campaign should not be confused with a real theme park or a separate restaurant chain; it was a fictional marketing world.