McDonald's launched McDonaldland in 1971 as the fictional world for characters such as Mayor McCheese and the Hamburglar.
McDonaldland placed Ronald McDonald and a growing cast of food-themed characters in a colorful fantasy setting. The campaign appeared in television commercials, restaurant décor, packaging, and promotional materials, giving McDonald's a distinctive fictional universe for children.
Characters included Mayor McCheese, Grimace, Captain Crook, Officer Big Mac, and the Hamburglar. Their designs and roles changed over time, and some characters were later retired or used less often.
McDonaldland is sometimes confused with a restaurant promotion or a single advertising slogan. It was broader than either: it was a branded setting that organized many separate mascots and stories around McDonald's products.