The Hamburglar was the McDonaldland character known for trying to steal hamburgers.
His name and costume made the character's role immediately clear. Early versions wore a striped outfit and a mask, while later redesigns gave him a shorter, more childlike appearance. His repeated attempts to take hamburgers became a recurring comic plot in McDonald's advertising.
The Hamburglar was one member of a larger cast rather than a replacement for Ronald McDonald. Ronald served as the best-known host and mascot, while Grimace, Mayor McCheese, Officer Big Mac, and others had different identities and functions.
The character's hamburger-centered name also reflects an important McDonald's branding technique: turning menu items into memorable personalities. That approach helped the company build a consistent fictional world across commercials, packaging, toys, and restaurant promotions.