The Hamburglar was originally portrayed as a hamburger thief in early McDonaldland advertising.
He was introduced as one of the fantasy characters used to build McDonald's advertising universe in the early 1970s. His original appearance was more sinister and complicated than the later design, with a masked face, dark clothing, and a small stature.
Over time, McDonald's softened and simplified the character. The Hamburglar became a mischievous, child-friendly figure associated with trying to get hamburgers rather than a genuinely threatening villain. His visual design also changed, including the familiar striped clothing and red hair.
The character is often mixed up with Grimace, who was initially connected with milkshake-stealing imagery but developed into a friendly purple companion. Mayor McCheese represented a different role: a civic leader in the McDonaldland world.