Initial attempts to expand the McDonaldland universe by marketing agency Needham, Harper & Steers were seemingly retconned due to legal issues, but ongoing aspects were expanded in McDonald's projects in collaboration with Data East, Virgin Interactive, Treasure, SEGA, and Klasky Csupo.

His most regularly occurring friends are Grimace, the Hamburglar, Birdie the Early Bird, the Fry Kids, the McNugget Buddies, and the Happy Meal Gang.

[1][2] In addition to being used in advertising, the characters were used as the basis for themed equipment in the "PlayPlaces" attached to some McDonald's outlets, small recreational activity rooms intended for young children.

figures in 2019 and onward, including Ronald, Grimace, the Hamburglar, the Fry Kids and McNugget Buddies, Birdie the Early Bird, Mayor McCheese and Officer Big Mac.

In The Wacky Adventures of Ronald McDonald the denizens of McDonaldland were shown to be able to travel between worlds using PlayPlace slides.

Ronald is an adventurer with magical powers that acts as an ambassador for good and freedom,[3] such as traveling to the rain forest to bring attention to endangered species and deforestation or delivering a safety PSA on the importance of seat belts.

Grimace, a purple monster, was originally an antagonist that stole beverages and shakes from customers, but has since become a good guy.

The most often occurring regions, as seen in numerous McDonaldland commercials and video games are a forest, town, sea, and outer space.

Their exact geographic layout is unknown, but within these regions are several locales including Grimace Island, a Western-themed area, several portals to real world McDonald's restaurants, the Moon, and Ronald's home.

The initial idea to expand the McDonaldland universe was outsourced to Needham, Harper & Steers in 1970–71 at the request of McDonald's for its restaurants.

The early commercials were built on an upbeat, bubblegum-style tune and feature a narrator; many have plots that involve various villains, like the Hamburglar, Evil Grimace, and Captain Crook trying to steal a corresponding food item but are constantly foiled by Ronald.

[5] In 1973, Sid and Marty Krofft sued McDonald's, claiming that the entire McDonaldland premise plagiarized their television show H.R.

Though many assume it had something to do with the lawsuit, this might be incorrect as Mayor McCheese and Officer Big Mac both appear in the 2020 Funko McDonaldland Pop!