What was McDonald's fictional world of characters, launched in 1971, called?

McDonald's fictional world of characters, launched in 1971, was called McDonaldland.

McDonaldland provided a shared setting for advertising characters such as Ronald McDonald, the Hamburglar, Mayor McCheese, Grimace, and Birdie the Early Bird. The setting gave McDonald's a distinctive way to market its food and restaurants to children.

The campaign drew on the style of children's television and fantasy worlds, using colorful locations and exaggerated characters. It was not simply a name for a restaurant; it was a branded fictional universe used across commercials, promotions, and merchandise.

McDonaldland branding changed over time, and several characters were retired or redesigned. Its importance lies in showing how McDonald's expanded from a logo-and-mascot identity into a larger narrative advertising system.