McDonaldland was the fictional world used in McDonald's character advertising from the 1970s.
The setting provided a shared stage for Ronald McDonald and characters including Grimace, the Hamburglar, Mayor McCheese, and Birdie the Early Bird. Television commercials presented the characters as residents of a colorful place connected to McDonald's food and restaurants.
McDonaldland helped the company build a more elaborate family-oriented brand identity. Instead of relying on a single mascot, McDonald's could use a cast with different personalities and recurring stories across advertising and promotions.
The name is sometimes confused with informal descriptions such as “Hamburger Town,” but McDonaldland is the established name of the fictional setting. The campaign also became the subject of legal disputes involving similarities to characters from the children's television program H.R. Pufnstuf.