What was Grimace originally depicted as in McDonald's early advertising?

Grimace was originally depicted as a four-armed milkshake thief in McDonald's early advertising.

When Grimace first appeared in 1971, the character had four arms and was presented as a clumsy figure who stole milkshakes. This early portrayal was considerably more mischievous than the friendly, simplified purple character many audiences later recognized.

McDonald's subsequently changed Grimace's design and personality. The company removed two arms and shifted the character toward a gentler, child-friendly role within the McDonaldland cast. That redesign is why many people remember Grimace without knowing about the original version.

Grimace's history illustrates how mascot branding can evolve in response to audience expectations. The character's color and name remained distinctive, but his behavior changed from product theft to companionship and comic interaction with other McDonald's characters.