McDonaldland was McDonald’s fictional character world introduced in 1971 for nationally oriented advertising.
The campaign placed Ronald McDonald and other branded figures in a fantasy setting built around McDonald’s foods and restaurant imagery. Characters included the Hamburglar, Grimace, Mayor McCheese, and Officer Big Mac. Together they gave the company an expandable story world for television commercials, packaging, and promotions.
McDonaldland was created during a period when fast-food advertising increasingly targeted families and children. Its bright costumes and invented locations made the brand easier for young viewers to remember. The campaign also helped connect separate menu items with recurring personalities.
The name is sometimes confused with a restaurant or an amusement park. McDonaldland was primarily an advertising setting, although McDonald’s later used related themes in playgrounds and promotions. Some characters were retired or redesigned as the company’s marketing style changed.