Grimace was introduced as a McDonald’s mascot in 1971 and became known for his large, smiling purple appearance.
The character’s earliest advertising concept was different from the friendly figure familiar to later audiences. Early Grimace advertisements portrayed him with multiple arms and a role connected with stealing milkshakes. McDonald’s subsequently simplified the design and repositioned Grimace as a good-natured companion in McDonaldland.
His rounded purple body, wide smile, and limited facial features made him visually distinctive in print, television, and restaurant promotions. Unlike Ronald McDonald, Grimace was not a human performer in costume at the character’s creation; he was an illustrated and costumed fictional mascot.
Grimace is often mixed up with the Hamburglar or Mayor McCheese, two other McDonaldland characters. Those figures had different visual designs and story roles, while Grimace became especially associated with friendship, play, and milkshakes.