Grimace is McDonaldland's purple, blobby mascot introduced in the early 1970s.
The character began as a somewhat different figure associated with milkshakes before evolving into the friendly, simple purple character widely recognized in later McDonald's advertising. Grimace's design was intentionally distinctive and easy for children to identify.
He appeared alongside Ronald McDonald and other McDonaldland characters in commercials, restaurant promotions, and branded merchandise. His non-human appearance helped give the fictional advertising world a playful fantasy style.
Grimace is sometimes confused with the Hamburglar or Mayor McCheese because all three belong to the same McDonaldland cast. Their visual roles differ: Grimace is the large purple character, while the Hamburglar is a costumed trickster and Mayor McCheese is a cheese-headed mayor.