Grimace is McDonald's purple, blob-like mascot.
The character first appeared in McDonald's advertising in the early 1970s. Grimace's design and personality changed over time, but the character became associated with a large purple body, simple features, and a friendly presence in McDonaldland. His role was gradually shaped into that of a lovable companion for children and families.
Grimace appeared alongside Ronald McDonald, the Hamburglar, Birdie, and Mayor McCheese. These characters gave McDonald's advertising a fictional setting that could support stories, television commercials, toys, and promotional products. Each character had a distinct visual identity, helping children recognize them quickly.
The characters are sometimes confused because they often appeared together. Grimace is the purple character, while the Hamburglar is associated with striped clothing and hamburgers, and Birdie is a yellow bird. Those visual distinctions are central to the brand's character history.