Grimace first appeared in McDonald's advertising in 1971. The large purple character was initially portrayed with four arms and a mischievous role involving milkshakes, but the company soon simplified him into the friendly, slow-moving mascot familiar today.
McDonald's introduced Grimace during a period when its advertising used a growing cast of characters connected to the fictional McDonaldland setting. His purple color, rounded silhouette and limited dialogue made him visually distinctive in television spots, packaging and restaurant displays.
The character's original purpose is often misremembered. Early advertisements treated Grimace as a shake thief, while later campaigns emphasized friendship, fun and an enthusiasm for food. McDonald's has also described him in different ways over time, contributing to debates about what kind of creature he is.
Grimace's 1971 debut followed Ronald McDonald's 1963 advertising introduction and came alongside other McDonaldland figures such as the Hamburglar and Mayor McCheese.