McDonald's long-running advertising universe featuring Mayor McCheese was called McDonaldland.
McDonaldland was introduced in McDonald's advertising in the early 1970s as a colorful fictional setting populated by characters linked to menu items and restaurant themes. Mayor McCheese, the Hamburglar, and Grimace became among its most recognizable figures.
The campaign gave McDonald's a shared visual world for television commercials, packaging, playgrounds, and promotional merchandise. It was especially important in positioning the chain as a family-oriented brand.
McDonaldland is sometimes treated as if it were the name of a restaurant or a real attraction, but it was primarily a fictional advertising setting. Individual characters had separate names and roles, while McDonaldland described the broader universe that connected them.