Grimace was the McDonald’s character redesigned in 1972 from an earlier shapeless purple figure into the familiar form.
The original version had a more threatening appearance and was associated with stealing milkshakes. McDonald’s changed the character’s design and personality, making Grimace larger, friendlier, and more suitable for children’s advertising.
The redesign illustrates how branding characters can change when a company decides that an early concept does not fit its desired image. The later Grimace was not presented as a villain; he became a cheerful companion within McDonaldland.
Because the character retained the same name, some accounts treat the original and redesigned versions as one continuous mascot. The important branding change was the move from a milkshake-stealing figure to the friendly purple character recognized by later audiences.