McDonaldland supplied the fictional setting for McDonald's advertising characters such as Grimace and the Hamburglar.
McDonaldland was created as a colorful fantasy world for McDonald's television commercials and promotional material. It gave the company a way to present menu items and restaurant features through recurring characters, locations, and stories. The setting included personalities such as Ronald McDonald, Mayor McCheese, Birdie the Early Bird, Grimace, and the Hamburglar.
The campaign helped McDonald's build a child-focused brand identity during the 1970s. Instead of treating each advertisement as an isolated product message, McDonaldland connected commercials through a shared fictional environment.
McDonaldland is not the name of a real town or a restaurant chain. It is also distinct from the McDonald's corporate brand itself. The setting served as an advertising universe, while the Golden Arches and restaurant signs identified the real-world company.