Grimace is McDonald's purple, furry mascot character.
Grimace appeared in McDonaldland advertising and became one of the most recognizable members of McDonald's fictional character group. His design changed over time. Early appearances presented Grimace as a more menacing character with multiple arms, while later branding simplified him into the large, friendly purple figure familiar to most audiences.
The character was generally portrayed as a good-natured companion of Ronald McDonald. His simple shape, bright color, and limited dialogue made him easy to recognize in commercials, toys, restaurant displays, and promotional artwork. That visual distinctiveness helped Grimace function as a brand symbol even when no particular product was being advertised.
Grimace is sometimes confused with the Hamburglar because both belonged to McDonaldland. The Hamburglar was a small character associated with stealing hamburgers, while Grimace became known primarily for his large purple appearance and friendly personality.