Grimace was originally advertised as a villain who stole milkshakes.
When Grimace debuted in 1971, the character had four arms and was portrayed as a mischievous figure who could take multiple milkshakes at once. McDonald's later simplified the design and changed Grimace into a friendly, childlike companion of Ronald McDonald.
This early role is often confused with the Hamburglar's defining behavior. The Hamburglar was associated with stealing hamburgers, whereas the original Grimace focused on milkshakes. Their different targets helped marketers create distinct comic characters within McDonaldland.
The redesign illustrates how McDonald's adjusted its branding to make characters more approachable for young audiences. Grimace eventually became a large purple figure with a simpler silhouette and a gentle personality. Although the character's appearance and role changed substantially, the name remained part of McDonald's long-running family identity and later became especially recognizable through toys, promotions, and social-media interest.