Grimace was originally portrayed as a villain who stole milkshakes.
When Grimace first appeared in McDonald’s advertising, he was presented as a large, purple character with multiple arms who could take several drinks at once. This early version was mischievous rather than the friendly, simple character audiences later came to know.
McDonald’s subsequently redesigned Grimace as a softer, more child-friendly figure. The company removed the extra arms and changed his personality, making him a companion of Ronald McDonald within the McDonaldland cast.
Because the familiar version is cheerful and gentle, many people do not realize that Grimace began as an antagonist. His transformation illustrates how McDonald’s adjusted its character branding to make the advertising world more welcoming to children.