Grimace was McDonald’s friendly purple mascot after being redesigned from the Evil Grimace.
The character first appeared in 1971 as a villain who stole milkshakes. McDonald’s subsequently changed him into a friendly, childlike figure, and the shorter name “Grimace” became the standard identity used in later advertising and promotional material.
This redesign illustrates how McDonald’s developed its character branding over time. Early McDonaldland advertising used conflict and exaggerated personalities, while later portrayals often emphasized friendship, play, and group identity. Grimace remained visually distinctive because of his large purple form and simple silhouette.
Grimace is sometimes mistaken for the name of the original villain only, but both versions belong to the same character’s history. The Hamburglar, Birdie, and Mayor McCheese were separate McDonald’s characters with different designs and roles.