What name did McDonald's use for its 1970s fictional brand world?

McDonald's used the name McDonaldland for its fictional brand world in the 1970s.

McDonaldland was an advertising setting populated by characters including Ronald McDonald, Grimace, the Hamburglar, Mayor McCheese, and Birdie. Television commercials and other promotional materials presented the characters as residents of a colorful world built around McDonald's food and restaurants.

The campaign gave the company a connected cast and setting rather than relying on isolated product advertisements. That structure helped McDonald's appeal to children and made its characters recognizable across commercials, packaging, restaurant play areas, and licensed products.

McDonaldland is the name of the fictional setting, not the name of a single mascot. Ronald McDonald was its best-known character, while the Hamburglar and Grimace were separate figures within the same advertising universe. The campaign's character designs and usage changed over the decades, but the McDonaldland name identifies the shared world.