McDonaldland was the McDonald's advertising world containing Ronald McDonald, Grimace, and the Hamburglar.
McDonaldland presented McDonald's characters as residents of a colorful fantasy setting. Commercials and promotional materials used the setting to connect menu items, playground-style adventures, and recurring personalities into a recognizable story world.
The campaign expanded during the early 1970s and included characters such as Mayor McCheese, Officer Big Mac, Captain Crook, and Birdie the Early Bird. Some characters were built around food items or restaurant themes, making the advertising easy for children to recognize.
McDonaldland is sometimes confused with a physical theme park or a single restaurant attraction. It was primarily a fictional advertising setting, although McDonald's used related playgrounds, promotions, and merchandise in the real world. The brand later reduced its use of the full character universe, but McDonaldland remains a major chapter in McDonald's branding history.