McDonald's 1971 advertising world featuring Ronald McDonald and the Hamburglar was called McDonaldland.
McDonaldland presented McDonald's characters as residents of a colorful fantasy setting. Ronald McDonald served as the central figure, while characters such as the Hamburglar, Grimace, Mayor McCheese, and Birdie appeared in commercials, packaging, and promotional material.
The campaign helped McDonald's build a character-based identity aimed particularly at children. McDonaldland is sometimes confused with the name of a restaurant attraction or a specific playground, but it was primarily a fictional advertising setting used across media.
The campaign's characters changed over time. Some were redesigned, retired, or used less frequently, while Ronald McDonald remained the best-known figure associated with the world. McDonaldland therefore became an important chapter in McDonald's branding history rather than simply a product promotion.