The fictional world created for McDonald's character advertising was called McDonaldland.
McDonaldland appeared in McDonald's television commercials beginning in 1963. It provided a shared setting for Ronald McDonald and other branded characters, including the Hamburglar, Mayor McCheese, Officer Big Mac, and Grimace.
The setting used playful food-themed places and characters to turn the restaurant brand into a recognizable fantasy universe. Its visual style drew on familiar children's entertainment, including the colorful landscapes and eccentric figures associated with fantasy stories.
McDonaldland is sometimes confused with a restaurant promotion or a single advertising campaign. It was broader than either: it was a recurring fictional setting used across commercials, packaging, playgrounds, and promotional materials.