McDonaldland was the fictional world used for McDonald's character-based advertising.
The campaign featured Ronald McDonald alongside characters including the Hamburglar, Grimace, Birdie, and Mayor McCheese. These figures lived in an imaginative setting built around McDonald's food, restaurants, and visual motifs.
McDonaldland became especially prominent in the 1970s, when children's marketing and television advertising were important parts of fast-food branding. The campaign gave McDonald's a connected cast of characters rather than relying only on product images or the Golden Arches.
The name is sometimes mixed up with individual characters or with McDonald's restaurant slogans. McDonaldland refers to the whole fictional setting and campaign, not to Ronald McDonald alone. Some of the characters and advertising elements changed over time, but the campaign remains a notable chapter in the company's branding history.