McDonaldland introduced characters such as Mayor McCheese in 1971.
McDonaldland was a fictional setting created for McDonald's advertising and promotions. Its residents included food-themed figures such as Mayor McCheese, the Hamburglar, Grimace, and Birdie the Early Bird. Ronald McDonald served as the central human-like character connecting many of the stories and commercials.
The campaign gave McDonald's a shared visual universe rather than relying only on individual product advertisements. Its bright characters, fantasy locations, and recurring adventures were designed to make the restaurant memorable to children and families.
McDonaldland characters changed over time. Some were retired, redesigned, or used less often, so descriptions of the cast can differ by decade. McDonaldland is also distinct from the restaurant chain itself: it was an advertising setting, not a separate theme park or geographic place.