Grimace is the McDonald’s character introduced in 1971 as the purple, fuzzy creature originally called the Evil Grimace.
The first version of Grimace was portrayed as a villain who stole milkshakes. McDonald’s later simplified the character into the friendly, clumsy figure widely recognized today. The redesign changed both Grimace’s personality and role within McDonaldland advertising.
Grimace is sometimes confused with the Hamburglar because both characters were initially associated with taking food. Their designs and identities were different: the Hamburglar was a striped thief, while early Grimace was a large purple character connected with milkshake stealing.
The character’s evolution illustrates how mascots can change as a brand adjusts its tone. Turning Grimace from a threatening or mischievous figure into a lovable companion made him more suitable for family-oriented advertising and restaurant promotions.