Grimace is the purple, blob-like advertising character who appeared in McDonald’s campaigns during the 1970s.
Grimace was introduced as a character associated with McDonald’s advertising and later became one of the central figures in McDonaldland. His simple shape, bright color, and friendly presentation made him easy for children to recognize alongside Ronald McDonald and other characters.
The character’s early portrayal differed from the gentler version familiar to later audiences. Grimace was initially presented with more than one set of arms and a mischievous role connected to milkshakes. McDonald’s later redesigned him as a friendly, child-oriented figure.
That redesign explains why historical descriptions of Grimace can seem inconsistent. The name and character continued, but the appearance and personality evolved as McDonald’s refined its family advertising. Grimace’s purple color became one of his most distinctive branding features.