McDonald's introduced Grimace in 1971 as a large purple character.
Grimace became one of the best-known figures in the McDonaldland advertising world. Although his early portrayal was different and more mischievous, the character was later reshaped into a friendly, simple purple figure who enjoyed milkshakes and joined Ronald McDonald in family-oriented commercials.
The character's unusual appearance made him visually distinctive in printed advertisements, television spots, toys, and restaurant promotions. His name was not meant to identify a food item; it referred to a facial expression, although the character's design eventually became more important than that original wordplay.
Grimace is often confused with the Hamburglar because both were introduced as McDonaldland characters around the same period. Their roles were different: the Hamburglar pursued hamburgers, while Grimace became a companion character associated especially with friendship and milkshakes. Grimace remained part of McDonald's brand history even as the company reduced its use of the wider McDonaldland cast.