Which McDonald's character was marketed as the chain's breakfast mascot when introduced in 1980?

Birdie the Early Bird was marketed as McDonald's breakfast mascot when introduced in 1980.

Her name made the intended association immediate: Birdie was an early-rising character created to support McDonald's breakfast advertising. She helped give the breakfast menu a distinct personality within the broader McDonaldland brand world.

Birdie was added after several established characters, including Mayor McCheese and the Hamburglar, had already made McDonaldland recognizable. Her introduction reflected the growing importance of breakfast as a McDonald's daypart and promotional category.

Mac Tonight is a common mix-up because that character was also associated with a specific menu period, but Mac Tonight promoted evening dining and appeared later. Birdie's defining branding role was breakfast, not dinner.