McDonaldland is the fictional town where McDonald's characters such as the Hamburglar appeared.
McDonaldland was introduced in McDonald's advertising in the early 1970s. Its colorful setting contained characters linked to the restaurant and its products, including Ronald McDonald, Mayor McCheese, Grimace, Birdie, and the Hamburglar. The campaign turned the brand into an imaginary world that could support television commercials, restaurant play areas, and merchandise.
McDonaldland is sometimes confused with the names of individual characters. The Hamburglar is a character, while McDonaldland is the larger fictional setting. The campaign also changed over time, with some characters disappearing or receiving redesigned appearances. Its importance in branding history comes from the way McDonald's connected food marketing with a continuing cast and story world, particularly for children and families.