Grimace is McDonald's purple, bean-shaped mascot introduced in 1971.
The character appeared during the early 1970s as part of McDonald's expanding group of fictional brand personalities. Grimace was originally presented differently from the friendly, simplified character most people recognize today, but the design developed into a large purple figure with a broad, rounded shape.
Grimace was used alongside Ronald McDonald, the Hamburglar, Mayor McCheese, and other characters in McDonald's advertising and restaurant promotions. His simple appearance made him easy for children to recognize, while his exact personality and backstory changed across later campaigns.
Grimace is sometimes confused with Birdie or the Hamburglar because all were members of the same fictional McDonald's world. His purple color and rounded body are the clearest identifying features.