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Encyclopedia > McDonaldland
From left to right: Hamburglar, Ronald McDonald, Grimace, and Birdie the Early Bird (as they appeared in a series of commercials for McDonald's).

McDonaldland is a fictional place that was used in marketing for McDonald's. It was a fictional city (as it had a mayor), where Ronald McDonald and all of his friends live. Also as being used in advertising, the characters were used as the basis for equipment in the playgrounds attached to some McDonald's. Image File history File links No higher resolution available. ... Image File history File links McDonaldsgroup. ... Image File history File links McDonaldsgroup. ... Ronald McDonald is a clown who is the primary mascot of the McDonalds fast-food restaurant chain. ... A television advertisement or commercial (often called an advert in the United Kingdom) is a form of advertising in which goods, services, organizations, ideas, etc. ... McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks. ... McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks. ... A fictional universe is a cohesive fictional world that serves as the setting or backdrop for one or (more commonly) multiple works of fiction. ... Ronald McDonald is a clown who is the primary mascot of the McDonalds fast-food restaurant chain. ... Advert redirects here. ... Combination playground structure for small children; slides, climbers (stairs in this case), playhouse A playground is an area designed for children to play freely. ...

Contents

History

Cycle one of McDonaldland began in January 1971, about the same time McDonald's was replacing its drive-ins with mansard-roofed restaurants. These early commercials were built on an upbeat, bubble-gum style tune, and featured a narrator, and plots that involved various villains trying to steal a corresponding food item, foiled by Ronald. Château of Dampierre-en-Yvelines: domesticated Baroque at the center of Louis XIVs inner circle A Mansard or Mansard roof in architecture refers to a style of hip and totally awesome roof characterized by two slopes on each of its four sides with the lower slope being much... Bubblegum pop (bubblegum rock, bubblegum music, youth music, or simply bubblegum) is a genre of pop music. ... The Narrator is the entity within a story that tells the story to the reader. ...


McDonaldland itself, as it was depicted in the commercials, was a magical place where plants, foods, and inatamate objects were living, speaking charaters. In addition to being the home to Ronald and the other core characters, McDonaldland boasted "Thick shake volcanoes", anthropomorphized "Apple pie trees", "The Hamburger Patch" (where McDonald's hamburgers grew out of the ground like plants), "Filet-O-Fish Lake", and many other fanciful features based around various McDonald's menu items. In the commercials, the various beings are played by puppets or costumed performers, very similar to the popular H.R. Pufnstuf program. An anthropomorphic character; a cat ascribed human characteristics. ... The hamburger patch was the term for the fictional gap in McDonalds hamburger expenditure. ... This article is about the food item. ... The Filet-O-Fish is a fish sandwich that has been sold by McDonalds since 1963. ... H.R. Pufnstuf is a childrens television series produced by Sid and Marty Krofft in the United States. ...


Lawsuit

McDonald's had originally hoped Sid and Marty Krofft, the creators of H. R. Pufnstuf, would agree to license their characters for commercial promotions. When the Kroffts declined, McDonaldland was created, purposely based on the H. R. Pufnstuf show in an attempt to duplicate the appeal. Sid and Marty Krofft are a sibling team of prolific television producers who were influential in childrens television and variety show programs, particularly throughout the 1970s and early 1980s. ...


In 1973, the Kroffts successfully sued McDonald's, arguing that the entire McDonaldland premise was essentially a ripoff of their television show. In specific, the Kroffts claimed that the character Mayor McCheese was a direct ripoff of their character, "H. R. Pufnstuf" (being a mayor himself). McDonald's initially was ordered to pay $50,000. The case was later remanded as to damages, and McDonald's was ordered to pay the Kroffts more than $1 million when the case was finally settled in 1977. As a result of the lawsuit, the concept of the "magical place" was all but phased out of the commercials, as were many of the original characters. This article or section does not adequately cite its references or sources. ... Remand is a legal term which has two related but distinct usages. ...


1980s to 2007

Those that remained would be Ronald, Grimace, The Hamburglar, and the Fry Kids. Birdie the Early Bird would join the fold soon after, representing the restaurant's new breakfast line in the early 1980s. From then on, the characters seemed to live in the real world and they interacted with real life characters, but commercials still fell under the blanket of "McDonaldland". Soon after, the Happy Meal Gang and the McNugget Buddies were prominent features in the commercials (representing the restaurant's "Happy Meals" and "Chicken McNuggets" respectively, being the menu items that mainly appealed to kids) along with Ronald and the gang. Breakfast is the first meal of the day, typically eaten in the morning. ... For other uses, see Reality (disambiguation). ... Happy Meal logo, English Happy Meal logo, Japanese. ... Chicken McNuggets (introduced in June 1983) are a fast food product offered by the restaurant chain McDonalds. ...


In recent years, the McDonaldland premise has largely been phased out of advertising campaigns, with modern commercials usually just depicting Ronald alone in "real world" situations with real children. An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). ...


Late 2007

As the ongoing obesity epidemic in western nations has been increasingly noted by the mainstream media, McDonald's and other fast food chains have been under increasing pressure to revamp their products and advertising with healthier alternatives. As part of this campaigns, McDonald's has agreed to discontinue marketing to children under the age of twelve and the McDonaldland characters will be completely eliminated; Ronald has been recast as a role model for healthier lifestyles. Don Imus, The term role model was introduced by Robert K. Merton[1]. Merton says that individuals compare themselves with reference groups of people who occupy the social role to which the individual aspires. ...


Characters

  • Big Mac: In addition to McDonald's signature sandwich, Big Mac was the name of a character in McDonaldland. He was similar to Mayor McCheese in that he had a large Big Mac for a head, except he was the chief of police and as such he wore a constable uniform. As the main source of law and order in McDonaldland, he spent most of his time chasing the Hamburglar and Captain Crook. He was featured in several of the campaign's commercials throughout the late '70s and early '80s. The character was dropped during the streamlining of the characters in the '80s.[1]
  • Birdie the Early Bird was the first identifiably female character, introduced in 1980 to promote the company's new breakfast items. She is a female yellow bird wearing a pink jumpsuit and flight cap and scarf. In the ads she is frequently portrayed as a poor flyer, and somewhat clumsy in general. Birdie's origin is explained in one old commercial: A giant egg falls from the night sky into McDonaldland, and Ronald McDonald decides to show the egg love. When the egg hatches, Birdie was so happy that she had already made friends that she decided to stay in McDonaldland. Birdie is voiced by Russi Taylor.
    Birdie the Early Bird
  • Captain Crook was a pirate and is similar in appearance to the famed Captain Hook from Peter Pan. Unlike the Hamburglar, this villain spent his time trying to steal Filet-O-Fish sandwiches from citizens of McDonaldland while avoiding being caught by Big Mac, the Chief of police of McDonaldland. As part of the nautical theme of the character, Captain Crook used ships and waterways as means to escape being captured. In his final appearances, he was renamed simply "The Captain" and his character design made less sinister. The character was dropped during the streamlining of the characters in the '80s.
  • CosMc was a temporary character from McDonaldland. He was featured in a series of McDonald's commercials in 1990 when the McDonaldland gang went to the moon. CosMc was an alien who wore a large space suit, and he talked like a surfer dude. CosMc was featured as a character on the video game, M.C. Kids.
A picture of a blue Fry Kid
  • Fry Kids are characters used to promote McDonald's french fries. When they first appeared, they were called Gobblins and liked to steal and gobble up the other characters' french fries. Accompanying them was the "Keep Your Eyes on Your Fries" jingle. Their name was later changed to the Fry Guys, then the Fry Kids, as female characters (the "Fry Girls") were introduced. They are differently-colored, shaggy, ball-like creatures with long legs and no arms, almost resembling a Pom-pom with legs and eyes. Most of the time they are mute, but when they speak they talk in some sort of gibberish. In other commercials, they all talk very quickly at once. Their only facial features are bulbous eyes and, thick, black eyebrows The characters were retained after the streamlining of the characters in the '80s.
  • Grimace A large, purple tastebud with short arms and legs, he is known for his monotonous face and slow-witted demeanor. His most common expression is the word "duh". Originally Grimace was the "Evil Grimace", with two pairs of arms with which to steal milkshakes. After that first campaign, the character was revised to be one of the "good guys", and his number of arms was reduced by two. His love of milkshakes was retained. Commercials and merchandise generally portrayed him as a well-meaning simpleton, whose clumsy antics provided a comic foil to Ronald McDonald. The character was retained after the streamlining of the characters in the '80s, but was dropped in 2007.
  • The Hamburger Patch is part of the fictional city of McDonaldland where McDonald's hamburgers "grew" like fruit on plants from the Hamburger Patch. Even though hamburgers in McDonaldland were anthropomorphized and spoke, they were picked by characters such as Ronald McDonald and the Hamburglar for consumption. Advertisements featuring the Hamburger Patch were shown as evidence during the McLibel court case in the United Kingdom. During questioning by defendants, McDonald's Senior Vice President of Marketing David Green admitted that showing the reality of meat production "would not be very appetizing". The Hamburger Patch also featured in books and toys used to promote McDonald's. The characters were dropped during the streamlining of the characters in the '80s.
  • The Hamburglar character was another thief that dressed in a black-and-white striped shirt and pants, a red cape, and a wide-brimmed hat and whose primary object of theft was McDonalds hamburger from the Hamburger Patch. The design of the character changed from the 1970s to 1980s from a more sinister to a more cartoonish face. The age of the character has also changed, as originally he was depicted as an older man, but was redrawn as a less sinister young boy. Originally his vocabulary consisted of nothing other than the words "Robble, robble, robble.", his vocabulary has been expanded; he later was shown speaking ordinary English, though he continued to use "robble robble" to occasionally punctuate his speech. Although he was a thief, he was still considered a friend of Ronald McDonald and the rest of the McDonaldland gang, who appeared to tolerate his kleptomania as an eccentricity. The character was retained after the streamlining of the characters in the '80s.
  • The Happy Meal Gang (Cheeseburger, soft drink, and fries, all regular size) (later joined by the McNugget Buddies)
  • Iam Hungry was a short-lived McDonaldland character. He was introduced in 1998 and dropped in the early 2000's. The character was a floating green fuzzball with orange arms and a monstrous face. He would often appear when Ronald was eating out with kids and would constantly crave food; he would never leave them alone until he got fed.
  • Mayor McCheese has an enormous cheeseburger for a head, and sports a top hat, a diplomat's sash, and a pair of pince-nez spectacles. He is portrayed as a giggly, bumbling, somewhat incompetent mayor with a wavering, high-pitched voice that is reminiscent to that of comic actor Ed Wynn. The character was dropped during the streamlining of the characters in the '80s.
  • Uncle O'Grimacey was created for an advertising narrative of the McDonald's fast-food restaurant chain both in celebration of St. Patrick's Day and to mark the annual appearance of the Shamrock Shake. O'Grimacey is the Irish uncle of the character Grimace and is a variant of the Grimace-design in that he is green instead of purple, sports a frock coat covered with several four-leaf clovers, and carries a shillelagh. His design motif is not unlike that of a stereotypical depiction of the Irish folkloric Leprechaun, similar to the mascot of the football team for University of Notre Dame. O'Grimacey resides in his home country for eleven months of the year and visits his nephew Grimace in March, bringing with him his "incredibly delicious" shake. Uncle O'Grimacey is no longer used by the chain for its promotions of the shake.
  • The Professor (a mad scientist type character in a lab coat. He was introduced in 1971.)
  • Ronald McDonald

Many of the dropped characters were still visible to the public years after being eliminated from the advertising campaigns, remaining incorporated among the core characters in the restaurant's "Playland" playgrounds, and in the McDonaldland-themed Happy Meal toys. McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks. ... For other uses, see Big Mac (disambiguation). ... Chief of Police is the title typically given to the head of a police department, particularly in the United States and Canada. ... For the painter, see John Constable. ... The 1970s decade refers to the years from 1970 to 1979, also called The Seventies. ... The 1980s refers to the years from 1980 to 1989. ... Ronald McDonald is a clown who is the primary mascot of the McDonalds fast-food restaurant chain. ... Russi Taylor is the current voice actress for Disneys Minnie Mouse character. ... Birdie the Early Bird This work is copyrighted. ... Birdie the Early Bird This work is copyrighted. ... This article is about the play by J.M. Barrie. ... McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks. ... From the earliest days of the medium, television has been used as a vehicle for advertising in some countries. ... Year 1990 (MCMXC) was a common year starting on Monday (link displays the 1990 Gregorian calendar). ... Computer and video games redirects here. ... M.C. Kids is the title of a video game released for the Nintendo Entertainment System by Virgin Interactive during 1991 in Europe (where it was called McDonald Land), and in February of 1992 in the United States. ... Image File history File links Frykid. ... Image File history File links Frykid. ... McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks. ... French fried potatoes, commonly known as French fries or fries (North America) or chips (United Kingdom, Republic of Ireland and Commonwealth) are pieces of potato that have been chopped into batons and deep fried. ... Pom Pom is a character in the Homestar Runner animated cartoon series. ... For the language game, see Gibberish (language game). ... Categories: Anatomy stubs | Human appearance ... This list is of fictional cities: villages, towns, and cities that do not exist in the world we know. ... For other uses, see Fruit (disambiguation). ... For other uses, see Plant (disambiguation). ... An anthropomorphic character; a cat ascribed human characteristics. ... Ronald McDonald is a clown who is the primary mascot of the McDonalds fast-food restaurant chain. ... The McLibel case is the nickname for an English court action filed by McDonalds Corporation against unemployed environmental activists Helen Steel and David Morris. ... McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks. ... Ronald McDonald is a clown who is the primary mascot of the McDonalds fast-food restaurant chain. ... Kleptomania (Greek: κλέπτειν, kleptein, to steal, μανία, mania) is an inability or great difficulty in resisting impulses of stealing. ... In popular usage, eccentricity refers to unusual or odd behavior on the part of an individual. ... Chicken McNuggets (introduced in June 1983) are a fast food product offered by the restaurant chain McDonalds. ... A cheeseburger. ... Theodore Roosevelt wearing pince-nez Pince-nez (also known as Oxford glasses) are a style of spectacles, popular in the 19th century, which are supported without earpieces, by pinching the bridge of the nose. ... A mayor (from the Latin māior, meaning larger, greater) is the modern title of the highest ranking municipal officer. ... Ed Wynn (November 9, 1886 - June 19, 1966) was a popular United States entertainer, born Isaiah Edwin Leopold in Philadelphia, Pennsylvania. ... McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milkshakes and soft drinks. ... A fast-food restaurant is a restaurant characterized both by food which is supplied quickly after ordering, and by minimal service. ... St. ... McDonalds original restaurant in San Bernardino, California served only hamburgers, milkshakes, and french fries. ... Formal black frock coat with silk-faced lapels, light grey waistcoat, striped trousers, button boots, gloves, ascot-knotted cravate, and necktie pin; April 1904. ... The four-leaf clover is a rare mutation of the common three-leaf clover. ... A shillelagh (commonly pronounced (IPA: , in Irish Gaelic, (IPA: É•ale:lÉ™)) is a wooden club or cudgel, typically made from a stout knotty stick with a large knob on the end, that is associated with Ireland in folklore. ... This article is about the creature in Irish mythology. ... Head Coach Charlie Weis 3rd Year, 19–7–0 Home Stadium Notre Dame Stadium Capacity 80,795 - Grass Conference Independent First Year 1887 Athletic Director Dr. Kevin White Website UND.com Team Records All-time Record 821–269–42 (.744) Postseason Bowl Record 13–15 Awards Wire National Titles 8... The University of Notre Dame IPA: is a Catholic[4] institution located in Notre Dame, an unincorporated section of St. ... The word shake refers to: Look up shake in Wiktionary, the free dictionary. ... They LAUGHED at my theories at the institute! Fools! Ill destroy them all! Caucasian, male, aging, crooked teeth, messy hair, lab coat, spectacles/goggles, dramatic posing — one popular stereotype of mad scientist. ... Ronald McDonald is a clown who is the primary mascot of the McDonalds fast-food restaurant chain. ... Happy Meal logo, English Happy Meal logo, Japanese. ...


See also

  • Mac Tonight
  • CosMc
  • Iam Hungry
  • The Wastebaskets -- Talking trash cans featured in a 1970s commercial which encouraged kids to throw their trash in the wastebaskets. The commercial appears here

Mac Tonight was a mascot introduced by McDonalds restaraunts in 1983. ... CosMc was a temporary character from McDonaldland. ... Iam Hungry was a short-lived McDonaldland character. ... A waste container (known more commonly in British English as a dustbin, rubbish-bin or simply bin, and American English as a trash can) is a container, which is usually made out of metal or plastic. ...

Other OSR advertising

Fast food advertising is the promotion of fast food products and ventures through a variety of media. ... The Burger King Kingdom was the name of Burger Kings answer to McDonaldland during the mid-1970s. ... A new version of The King character, Burger Kings mascot. ...

External links

The logo of Internet Archive The Internet Archive (IA) is a non-profit organization dedicated to maintaining an on-line library and archive of Web and multimedia resources. ...

References

  1. ^ article on Big Mac

  Results from FactBites:
 
McDonaldland - Wikipedia, the free encyclopedia (550 words)
McDonaldland is a fictional place used in marketing for McDonald's to young audiences.
McDonaldland itself, as it was depicted in the commercials, was a magical land where plants, foods, and inanimate objects were living, speaking characters.
In 1973, the Kroffts successfully sued McDonald's, arguing that the entire McDonaldland premise was essentially a ripoff of their television show.
  More results at FactBites »

 
 

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