Who created the McDonald’s character Grimace?

The Needham Harper & Steers agency created the McDonald’s character Grimace.

Grimace appeared in McDonald’s advertising in 1971 as part of the expanding McDonaldland character group. Early versions were substantially different from the friendly, large purple character familiar to later audiences. The original Grimace was portrayed with four arms and was associated with stealing milkshakes, giving him a more mischievous role.

McDonald’s soon changed the character’s design and personality. Grimace became a simple, gentle purple companion with two arms and a less specific identity. That redesign made him easier for children to recognize and allowed the character to function as a friendly part of the brand rather than primarily as a comic villain.

The character is sometimes attributed to individual performers or artists because several people helped develop McDonaldland advertising. However, the credited creator of Grimace is the Needham Harper & Steers advertising agency. The character’s later popularity came largely from the redesign that softened his original concept.