The McDonald’s advertising character the Hamburglar was named after hamburgers. His identity centered on a playful fictional thief who wanted to steal the restaurant’s signature food.
The Hamburglar became part of McDonaldland branding during the early 1970s, although the character was introduced in 1971. His striped clothing, cape, mask, and exaggerated speech made him visually distinct from Ronald McDonald and the other characters.
The character’s name uses the word “hamburglar” as a pun on “hamburger” and “burglar.” That wordplay made the connection to McDonald’s core product immediately clear to children and adults.
The Hamburglar later received a redesigned appearance that made him look older and less cartoonishly mischievous. Despite those changes, the hamburger-based name remained the defining feature of the character’s branding.