McDonald’s launched McDonaldland in 1971 for its character-based advertising.
McDonaldland was a colorful fictional setting populated by characters connected with McDonald’s food and restaurant imagery. Ronald McDonald served as the central figure, while characters such as the Hamburglar, Grimace, and Mayor McCheese appeared in commercials and promotional material.
The campaign was designed to give children a recurring story world rather than isolated product advertisements. Its bright scenery, unusual characters, and simple conflicts made the restaurants and their menu items part of an easily remembered fantasy setting.
McDonaldland is sometimes confused with the name of an individual restaurant or children’s play area. It was primarily an advertising universe, although McDonald’s restaurants and promotions sometimes reproduced its characters and visual style.