Grimace was introduced as a purple McDonaldland mascot in 1971.
The character's early advertising design was different from the simple, friendly figure most people recognize today. Grimace originally had multiple arms and was associated with stealing milkshakes, but McDonald's later simplified the character and changed the personality into a good-natured companion.
Grimace belonged to McDonaldland, a fictional setting created for children's advertising. Other residents included Ronald McDonald, the Hamburglar, Mayor McCheese, and Captain Crook. These characters gave McDonald's commercials a continuing story world rather than relying only on product demonstrations.
A common mix-up is treating Grimace as a later internet-era creation. Although the character received renewed attention much later, the branding figure itself dates to the early 1970s. His purple color and rounded shape became defining visual features.