McDonaldland was the fictional town introduced in McDonald’s advertising in 1971 as a colorful setting for its characters.
The campaign created a fantasy world populated by figures such as Mayor McCheese, Officer Big Mac, Grimace, and the Hamburglar. Ronald McDonald served as the central character and guide within that world, linking the fictional setting to the restaurants themselves.
McDonaldland’s characters were designed to make McDonald’s branding especially appealing to children. The campaign appeared in television commercials, packaging, restaurant displays, and promotional merchandise. Some characters changed over time, while others were retired or redesigned.
McDonaldland is not the same thing as McDonald’s later global slogan campaigns. It was a fictional advertising universe, whereas slogans such as “You Deserve a Break Today” and “I’m Lovin’ It” were broad campaign lines used to express the brand’s message.