McDonald's fictional advertising world for characters such as the Hamburglar was called McDonaldland.
McDonaldland was introduced in the early 1970s as a colorful setting populated by characters linked to McDonald's food and restaurant imagery. Ronald McDonald served as its central figure, while characters including the Hamburglar, Grimace, Mayor McCheese, and Captain Crook appeared in commercials and promotional material.
The setting gave McDonald's a continuing story world rather than a series of unrelated advertisements. Its bright costumes, exaggerated scenery, and character names made the brand especially recognizable to children.
McDonaldland is sometimes confused with the name of a particular restaurant or attraction. It was primarily a fictional advertising universe. The characters and setting changed over time, and many were used less prominently as McDonald's marketing moved toward other styles.