McDonald’s called its fictional world of restaurant characters and mascots McDonaldland.
McDonaldland was introduced in 1963 as a fantasy setting for McDonald’s advertising. It contained locations, food-themed characters, and story elements designed to make the restaurant brand especially appealing to children. Ronald McDonald served as the central human-like figure within this setting.
The name is distinct from the names of individual characters. For example, Grimace, Birdie, the Hamburglar, and Mayor McCheese were residents or recurring figures associated with McDonaldland, not alternative names for the entire world. The concept also should not be confused with the physical restaurant playgrounds sometimes installed at McDonald’s locations.
McDonaldland branding changed over time. Some characters disappeared, while Ronald McDonald remained the best-known figure. Even after many of the original advertisements faded from television, McDonaldland remained an important chapter in McDonald’s character-based marketing history.