McDonald's fictional advertising world populated by Ronald McDonald and the Hamburglar was called McDonaldland. It provided the setting for a large cast of characters used in television commercials, promotions, packaging, and merchandise.
McDonaldland developed in the early 1970s as McDonald's expanded its child-focused marketing. Its residents included Ronald McDonald, the Hamburglar, Grimace, Mayor McCheese, Officer Big Mac, and other food-themed figures. The setting turned menu items and restaurant imagery into a recognizable fantasy world.
The concept was influenced by children's television and toy-oriented advertising, which often used recurring characters and imaginary places. McDonald's combined those techniques with its own restaurant symbols, creating stories that encouraged children to associate the brand with play and adventure.
McDonaldland was later reduced in prominence as McDonald's advertising strategy changed. Ronald McDonald remained the best-known character, while many of the supporting figures disappeared from regular campaigns. The name is therefore strongly associated with a particular era of McDonald's branding rather than the company's entire history.