McDonald's fictional advertising world was called McDonaldland.
McDonaldland was introduced in the early 1970s as a colorful setting populated by characters connected with McDonald's products and restaurants. Ronald McDonald served as its central figure, alongside characters including Mayor McCheese, the Hamburglar, Grimace, and Birdie.
The campaign gave McDonald's a shared story world rather than relying only on product demonstrations or restaurant photography. Its characters appeared in television commercials, promotional materials, playgrounds, and other branded experiences, making the restaurant's identity especially visible to children.
McDonaldland is sometimes confused with a single restaurant design or a children's play area. It was primarily an advertising concept, although McDonald's restaurants and promotions used physical features inspired by the fictional world. The campaign's legal history also made it a notable case in debates over character similarities and advertising rights.