McDonald's introduced Grimace in 1971 as a large purple character whose original purpose was not clearly defined.
Grimace was created for McDonaldland, the fictional advertising setting used by McDonald's to promote the brand and its menu. Early advertising presented Grimace as a clumsy, somewhat villainous character with multiple arms who could take milkshakes. McDonald's later changed the character into the friendly, simple companion most audiences recognize.
The character's unusual design has led to recurring speculation about what Grimace represents. McDonald's has not always described him in the same way, and the uncertainty is part of the character's history. He is commonly—but inaccurately—identified as a milkshake, a taste bud, or another specific food item.
Grimace eventually became one of McDonald's best-known advertising characters, alongside Ronald McDonald and the Hamburglar. A major revival of interest occurred in 2023, when social-media users created the “Grimace Shake” trend around a limited-time promotional milkshake.