Grimace was the McDonaldland character known for wearing a purple costume.
McDonald’s introduced Grimace as one of the characters used in its family-oriented advertising. His large, rounded purple appearance made him visually distinct from Ronald McDonald, the Hamburglar, Birdie, and the food-themed characters in the same campaign.
Grimace’s personality and design changed over time. Early advertising presented him differently from the friendly, simple character most audiences later recognized. McDonald’s eventually made him a good-natured companion associated with sharing food and enjoying the restaurant experience.
The character’s purple color became his defining branding feature, allowing viewers to identify him instantly even when commercials included several McDonaldland figures. Because Grimace’s role evolved, descriptions of his earliest appearances can differ, but his association with the purple costume is consistent across the character’s established identity.