McDonaldland was the fictional advertising world McDonald’s launched around its character mascots in 1971.
The setting presented McDonald’s characters as residents of a colorful fantasy landscape. Ronald McDonald was joined by figures including the Hamburglar, Grimace, Mayor McCheese, and Officer Big Mac. The campaign gave the company a shared story world rather than relying only on product images or a single mascot.
McDonaldland advertising was aimed primarily at children and appeared in television commercials, restaurant displays, and merchandise. Its characters helped connect McDonald’s branding with play, imagination, and family visits.
McDonaldland is not the name of a McDonald’s menu or restaurant format. It was a fictional promotional universe. Several characters changed in appearance over time, and some were later retired, but the setting remains a notable chapter in fast-food advertising history.