McDonaldland was the fictional setting McDonald's created for characters such as Ronald McDonald and the Hamburglar.
The campaign was introduced in 1971 and presented McDonald's branding as a colorful fantasy world. Ronald McDonald served as its central character, while figures including the Hamburglar, Grimace, Mayor McCheese, and Birdie the Early Bird appeared in advertisements and promotional materials.
McDonaldland gave the company a consistent environment for television commercials, restaurant décor, packaging, and toys. Its characters were designed to make the brand especially appealing to children and to connect food purchases with imaginative play.
McDonaldland is sometimes confused with a real restaurant chain or a specific amusement park. It was primarily an advertising universe, although McDonald's used its imagery extensively in physical restaurants and promotional campaigns.