Grimace was introduced by McDonald's in 1971 as a purple character associated with taste and beverages.
Early versions of Grimace were presented with several arms and a more food-oriented appearance. The character was later simplified into the large, rounded purple figure familiar from McDonald's advertising. His design changed substantially as the company refined its cast of mascots for family audiences.
Grimace became part of the fictional advertising setting used by McDonald's during the early 1970s. Unlike the Hamburglar, whose role centered on stealing hamburgers, Grimace was generally portrayed as friendly, clumsy, and enthusiastic about food or drinks.
Descriptions of Grimace's exact nature have varied in advertising and popular discussion. The stable branding fact is his 1971 introduction and his recognizable purple appearance. His history illustrates how McDonald's repeatedly revised character designs while retaining their names and broad roles.