The Hamburglar became McDonald's branded thief character after first appearing in 1971.
The character was part of McDonaldland, McDonald's fictional advertising setting populated by colorful figures. The Hamburglar's central joke was his desire to steal hamburgers, creating a simple recurring conflict for commercials and promotional stories.
His early design was more sinister and elaborate than the later version familiar to many audiences. McDonald's eventually redesigned the character with a smaller, childlike appearance, striped clothing, a cape, and a broad-brimmed hat. The redesign made him less threatening and more suitable for family-oriented advertising.
The Hamburglar is sometimes confused with Captain Crook, another McDonaldland character. Captain Crook was associated with Filet-O-Fish promotions, while the Hamburglar's defining branding trait was his fixation on hamburgers. Both belonged to the same fictional advertising universe but represented different menu themes.