McDonald's fictional community of 1970s advertising characters was called McDonaldland.
The campaign presented a colorful fantasy world populated by characters such as Mayor McCheese, the Hamburglar, Grimace, and Birdie the Early Bird. Ronald McDonald served as the central human-like guide within that world, connecting the characters to the restaurant brand.
McDonaldland gave McDonald's a shared setting for television commercials, toys, packaging, and restaurant promotions. Its exaggerated characters made the brand especially recognizable to children and created a consistent visual universe around menu items and restaurant visits.
McDonaldland is often confused with a physical theme park or a real McDonald's location. It was primarily a fictional advertising setting, although McDonald's restaurants sometimes used related play areas and promotional displays. The campaign's characters changed over time, and not every character appeared in every market.