McDonald's created McDonaldland as the advertising world for Ronald McDonald and characters such as the Hamburglar.
McDonaldland appeared in television commercials and other promotional material beginning in the early 1970s. It presented McDonald's branding as a playful fictional setting populated by characters connected to menu items, restaurant features, or familiar food themes.
The cast included Ronald McDonald, the Hamburglar, Grimace, Mayor McCheese, Birdie the Early Bird, and others. Their designs and roles changed over the years, but the shared setting gave McDonald's a consistent way to market to children and families.
McDonaldland is sometimes mistaken for a physical theme park or a formal company division. It was primarily an advertising universe. The characters helped turn product names and restaurant imagery into stories, games, toys, and promotions. Although many of the original characters were later retired or used less often, McDonaldland remains a notable chapter in the history of fast-food branding.