McDonaldland was the fictional world launched by McDonald’s in 1971 for its character-based advertising.
The campaign presented McDonald’s as an imaginative place populated by branded characters, including Ronald McDonald, Grimace, Mayor McCheese, Birdie, and the Hamburglar. The setting helped turn restaurant advertising into an ongoing story world aimed especially at children.
McDonaldland is sometimes confused with the name of a particular character or a children’s playground. It was actually the name of the broader fictional setting used across commercials, promotions, packaging, and restaurant displays.
The campaign became an important part of McDonald’s branding during the 1970s. Its characters gave the company a consistent cast and helped connect separate advertisements into a recognizable branded universe.