Which McDonald’s packaging character was redesigned in 1985 as a more cheerful figure?

The Hamburglar was redesigned in 1985 as a more cheerful figure. McDonald’s changed him from a short, vaguely sinister character into a younger, more energetic childlike character for its family advertising.

The original Hamburglar was associated with stealing hamburgers and wore a striped outfit with a large cape and hat. His catchphrase and behavior made him a comic antagonist within the McDonaldland setting.

The redesign softened that image and made the character more compatible with the upbeat tone of children’s marketing in the 1980s. The newer version retained the recognizable name and hamburger obsession while changing the visual presentation.

The Hamburglar is sometimes confused with Grimace or Mayor McCheese because all were McDonaldland figures. His branding history is distinctive because the character underwent a notable visual and personality change rather than simply receiving a new costume.