McDonaldland was McDonald’s national advertising campaign built around a fictional fantasy world.
The campaign introduced a setting populated by Ronald McDonald and characters including the Hamburglar, Grimace, Mayor McCheese, and Birdie. Instead of presenting only restaurant food and locations, the advertising gave McDonald’s a continuing cast and an imaginary place that children could recognize across commercials and promotional materials.
McDonaldland became a major part of McDonald’s branding during the 1970s. Its characters appeared in television commercials, packaging, restaurant play areas, and merchandise.
The name is sometimes mistaken for a restaurant concept or a theme-park attraction. It was primarily an advertising world, although its imagery influenced the look and experience of many McDonald’s locations.