- McDonald’s is reaching into its past to appeal to younger customers. The company will resurrect the characters of McDonaldland, including Birdie, Hamburglar, and Mayor McCheese, starting Aug. 12. A grownup version of the Happy Meal will also be offered.
Grimace’s return to McDonald’s was a viral hit. Now the company is bringing back a gaggle of characters from its past.
For the first time in 20 years, McDonald’s plans to incorporate Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese, and the Fry Friends (a.k.a. the Fry Guys) into its marketing. Still MIA are Officer Big Mac, Captain Crook (basically a Hamburglar for the Filet-O-Fish), and Ronald’s Dog Sundae.
Starting Aug. 12, the chain will launch the McDonaldland Meal, an adult Happy Meal of sorts featuring either a Quarter Pounder with Cheese or 10-piece Chicken McNuggets, fries, a collectible souvenir, and the new Mt. McDonaldland Shake, which features a mystery flavor the company is encouraging diners to figure out.
It’s a marketing push that could appeal to both Gen Z and Gen X.
“Over the past few years we’ve seen how fans flock to our characters, everyone from Grimace to the Hamburglar. But many, especially the new generation, don’t know that’s just the tip of the iceberg,” said Jennifer “JJ” Healan, McDonald’s vice president of U.S. marketing, brand, content & culture. “It’s a chance for us to give fans a new, modern way to experience this magical world.”
The meals will include one of six collectible tins that include postcards, stickers, and more, each inspired by the different characters.
The McDonaldland ad campaign dates back to 1971 and featured everything from Apple Pie Trees to Hamburger Bushes. The ads for it were…well, pure 1970s.
(Intrigued and or horrified? Here’s almost 10 minutes of the ads in a row.)
McDonald’s isn’t stopping with the meals. It’s also launching a line of McDonaldland merchandise, ranging from luggage tags to shirts and hats. The line is made in collaboration with Pacsun and will be available on Aug. 12. Another line with Away goes on sale Aug. 18.