The 1970s McDonald’s character originally called the “Evil Grimace” became known simply as Grimace.
Early descriptions presented Grimace as a more troublesome character than the friendly purple figure familiar from later advertising. The character was associated with stealing milkshakes, and the original concept used multiple arms to reinforce that role. McDonald’s subsequently simplified the design and changed Grimace into a good-natured companion.
This evolution illustrates how advertising characters can change as a brand refines its family image. The later Grimace was a large, purple, child-friendly presence in McDonaldland and became one of the company’s most recognizable characters.
The name is sometimes confused with the character’s early nickname. “Evil Grimace” describes the original version, while “Grimace” is the canonical name used for the enduring character. Captain Crook and the Hamburglar were separate McDonaldland figures with different story roles.