What was McDonald’s 1970s advertising world of fictional characters called?

McDonald’s 1970s advertising world of fictional characters was called McDonaldland.

McDonaldland presented McDonald’s food and restaurants through a colorful fantasy setting populated by characters including Ronald McDonald, the Hamburglar, Mayor McCheese, and Grimace. The campaign was designed primarily to appeal to children and make the brand’s products part of an imaginative story world.

The characters appeared in television commercials, restaurant promotions, toys, and other branded materials. McDonaldland was not a separate restaurant chain or a real geographical place; it was a fictional advertising setting created for McDonald’s marketing.

The campaign’s character lineup changed over time, and not every character remained equally prominent. The name is also distinct from “McWorld,” a later term used for other McDonald’s promotions and concepts.