Grimace is McDonald's purple, blob-like character whose early presentation differed from his later friendly image.
Grimace was introduced in the early 1970s as one of the McDonaldland characters. Early advertising portrayed him as a character with multiple arms who stole milkshakes, but McDonald's soon revised the design and personality into the large, friendly figure widely recognized today.
That redesign is why descriptions of Grimace can appear inconsistent. Historical references may mention his original milkshake-stealing role, while later campaigns present him as Ronald McDonald's gentle companion and friend.
Grimace's appearance also made him visually distinct from the human, animal, and food-themed characters in McDonaldland. His purple color and simple rounded silhouette became important parts of his identity in packaging, advertising, and licensed merchandise.