McDonaldland was the McDonald's fictional brand world featuring Mayor McCheese, Officer Big Mac, and the Hamburglar.
The campaign created an imaginary setting populated by characters whose names, costumes, and personalities were linked to McDonald's food and restaurant identity. Ronald McDonald served as the best-known central figure, while characters such as Mayor McCheese and Officer Big Mac expanded the setting into a small advertising community.
McDonaldland made McDonald's branding more narrative and character-driven. Children could recognize recurring personalities and situations, while the restaurants remained visible as part of the fictional world. This approach turned individual commercials into pieces of a continuing promotional universe.
The characters were not all permanent. Some appeared for limited periods, and several were redesigned or retired as McDonald's advertising changed. McDonaldland is therefore best understood as a historical advertising concept, not as a current restaurant location or a real-world place.