Grimace was the McDonald's character introduced in 1971 as a purple, milkshake-like figure.
The character first appeared as a large, somewhat menacing figure with multiple arms who was associated with stealing milkshakes. McDonald's soon changed the concept, making Grimace friendlier and simplifying him into the familiar purple, rounded character used in later advertising.
Grimace became part of McDonaldland alongside Ronald McDonald, the Hamburglar, Mayor McCheese, and other branded characters. His unusual shape and limited facial features made him visually distinctive in television commercials, on packaging, and in restaurant promotions.
People sometimes confuse Grimace’s original characterization with his later image. The early version was not the same gentle companion seen in most subsequent campaigns. The character’s name is also not a reference to a specific menu item, despite his milkshake-related origin.