McDonald's gave its fictional advertising world of Ronald McDonald and food-themed characters the name McDonaldland.
McDonaldland appeared in McDonald's advertising beginning in the early 1970s. It presented Ronald McDonald as the central character and surrounded him with figures such as the Hamburglar, Grimace, Mayor McCheese, and Birdie the Early Bird. The setting gave the brand a connected cast and a recurring story world rather than isolated commercials.
The characters were designed to make McDonald's especially memorable to children. Their names, costumes, and food-based features linked fantasy storytelling to menu items and restaurant visits. McDonaldland later appeared in television commercials, promotional products, playground themes, and other marketing materials.
McDonaldland should not be confused with a real amusement park or a separate restaurant chain. It was a fictional advertising setting. Some characters changed design and personality over the years, but the shared world remained a recognizable part of McDonald's branding history.