What fictional world did McDonald's create for its branded characters in 1971?

McDonald's created the fictional world of McDonaldland for its branded characters in 1971.

McDonaldland gave McDonald's advertising a shared setting populated by characters such as Ronald McDonald, Mayor McCheese, Grimace, the Hamburglar, and Captain Crook. The idea connected separate commercials into a recognizable imaginary universe aimed primarily at children.

The setting also influenced restaurant promotions, playground design, merchandise, and packaging. Foods and restaurant features were reimagined as parts of the fantasy world, helping McDonald's make its menu and locations feel like elements of an ongoing story.

McDonaldland is sometimes treated as though it were the name of one character, but it is the name of the fictional setting. The characters changed over time, and several were later retired or used less often as McDonald's marketing moved toward other forms of branding.