McDonald's 1970s fictional advertising world was called McDonaldland.
McDonaldland provided a shared setting for Ronald McDonald and a group of food-themed characters. The campaign turned McDonald's restaurants and menu items into a colorful fantasy world designed primarily to appeal to children. Its characters appeared in television commercials, packaging, playground designs, and promotional materials.
The setting included recognizable figures such as the Hamburglar, Grimace, and Mayor McCheese. Some characters personified menu items, while others represented playful variations on familiar storybook or cartoon types. The campaign helped McDonald's build a branded universe rather than relying only on photographs of food.
McDonaldland is sometimes confused with the name of a particular character or restaurant. It was the fictional setting, not Ronald's personal name and not the name of the company's corporate headquarters. The campaign became less prominent over time, although several characters remained part of McDonald's historical imagery.