McDonald's called its 1970s fictional advertising world McDonaldland.
McDonaldland provided a shared setting for characters such as Ronald McDonald, Grimace, the Hamburglar, and Mayor McCheese. The imaginary world helped McDonald's create stories and recurring visual settings rather than relying only on product-focused commercials.
The name is distinct from the individual characters and from the restaurant chain itself. It also should not be confused with a permanent theme park: McDonaldland was primarily an advertising concept appearing in commercials, packaging, promotional materials, and restaurant displays.
The fictional setting became one of the most recognizable parts of McDonald's family branding during the late twentieth century. Its bright colors, exaggerated characters, and playful locations were designed to attract children while reinforcing the restaurants as places associated with family outings and entertainment.