McDonaldland was the fictional world McDonald’s used for character-based advertising beginning in 1971.
The campaign created a colorful setting populated by branded characters, including Ronald McDonald, the Hamburglar, Grimace, Mayor McCheese, and others. Each character had a recognizable appearance and role, helping children connect the restaurant with an imaginative story world.
McDonaldland commercials appeared across television advertising and supported McDonald’s family-oriented identity. The fictional setting also influenced toys, promotions, restaurant imagery, and other forms of marketing.
The campaign was later involved in a legal dispute with the creators of the television program “H.R. Pufnstuf,” who argued that McDonaldland characters and settings copied elements from their work. The dispute is one reason McDonaldland is frequently discussed in advertising and branding history.