McDonaldland was the fictional world used in McDonald's 1970s advertising.
The campaign placed Ronald McDonald and other branded characters in a colorful setting built around McDonald's food and restaurant imagery. Characters such as the Hamburglar, Grimace, Mayor McCheese, and Birdie the Early Bird helped turn the brand into a recurring story world for children.
McDonaldland is sometimes confused with a physical theme park or with the name of an individual character. It was primarily an advertising setting, although McDonald's restaurants later used play areas and character-themed promotions. The campaign became one of the most distinctive examples of character-based fast-food branding in the United States.