Grimace was introduced by McDonald's in 1971 as a large purple character associated with the McDonaldland advertising universe.
The character's earliest advertising depiction differed from the friendly, simple design most people recognize today. Early Grimace was associated with stealing milkshakes, and the character had more than one set of arms. McDonald's later redesigned Grimace as a gentler, single-bodied purple companion for Ronald McDonald.
A common mix-up is confusing Grimace's original advertising role with his later personality. He is often described simply as a purple taste-bud character, but that interpretation became especially prominent after later redesigns and promotional descriptions. His earliest advertisements gave him a more mischievous function.
Grimace's long-running presence helped McDonald's maintain a recognizable cast beyond Ronald McDonald. The character has appeared in television commercials, packaging, toys, and other branded promotions.