McDonald's brings back classic McDonaldland characters as part of nostalgic meal and shake campaign

McDonald's will be taking us on a "trip through McDonaldland" with its McDonaldland Meal that will include merch and more starting Aug. 12.

McDonaldland, a key feature of the McDonald’s experience for decades starting in 1971, is returning to stores this month. (Courtesy: McDonald’s)

Get yourself ready for a trip through McDonaldland!

McDonald’s announced this morning that it is reviving classic McDonaldland characters starting Aug. 12 as part of a new promotion centered around a meal and a specialty shake. This is the first time in more than 20 years that McDonald’s has brought back the range of characters, which were first introduced in 1971 and were a beloved part of the company’s marketing through the early 21st century.

“In the whimsical world of McDonaldland lives a colorful cast of characters who are legendary, timeless and cherished by McDonald’s fans across generations. Now, for the first time in more than 20 years, Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese and the Fry Friends are officially taking the trip out of the group chat,” McDonald’s said in a news release.

It’s been a while since the gang has gotten together. (Courtesy: McDonald’s)

This is the boldest embrace yet by McDonald’s of its McDonaldland heritage, which has long fueled nostalgia around the brand. In 2022, we saw some of the characters return as Adult Happy Meal toys — each with an extra set of eyes — as part of a collaboration with the Cactus Plant Flea Market streetwear brand. (See my unboxing here.) The next year, McDonald’s had one of its most significant viral moments with the Grimace Shake, a marketing move that I declared brilliant in a Substack post back in 2023.

I wrote then:

It’s an interesting, smart tactic, and I’m curious to see how McDonald’s continues to play with its rich legacy.

Well, we have our answer today. Now, Grimace is being joined by his other pals in McDonaldland. The campaign draws on the look and feel of the 1971 debut of the McDonaldland campaign, when we first met characters like Grimace, Mayor McCheese and the Apple Tree in trippy commercials that remain popular to this day on YouTube.

The characters became distinctive parts of the McDonald’s story over the next few decades, and a quintessential part of the American childhood. Countless birthday parties, for instance, were celebrated with the characters at hand in PlayPlaces, which were called initially McDonaldland, FYI. Nostalgia for them has remained high, even as the characters vanished from marketing and from statuary and iconography in stores.

Well, welcome back, friends!

The new campaign celebrates the McDonaldland Meal, which will be in stores Aug. 12.

Get lost in McDonaldland — zoom in to explore the delightful details — and watch out for the milkshake lava oozing from Mt. McDonaldland. (Courtesy: McDonald’s)

According to the news release:

The meal features a new, limited-edition Mt. McDonaldland Shake – an ode to one of its major landmarks – that offers a secret concoction as enchanting as the world itself. It's up to you to discover the surprise flavor. It also comes with your choice of a Quarter Pounder® with Cheese or 10-piece Chicken McNuggets®, World Famous Fries®, and even a first-of-its-kind collectible souvenir that’s sure to unlock core memories.

Behold the Mt. McDonaldland Shake. (Courtesy: McDonald’s)

The release, more of which is below, includes a fun “itinerary” that awaits you:

• Stop #1: Refresh Yourself at Mt. McDonaldland

Experience the volcano first-hand with our limited-edition shake, inspired by the vibrant blue “lava” and pink clouds of Mt. McDonaldland.

The McDonaldland meal comes with one of six collectible tins, each featuring a different McDonaldland character. (Courtesy: McDonald’s)

• Stop #2: Swing by the Souvenir Shop and Meet the Locals

Every McDonaldland Meal comes with one of six exclusive collectible tins featuring postcards, stickers and more, each inspired by the different characters. Get your hands on the full collection, because no trip is complete without a souvenir!

McDonaldland in all its 1970s glory! (Courtesy: McDonald’s)

• Stop #3: Discover the Rich History

McDonaldland first opened its doors in 1971, introducing fans to the beloved characters and their home filled with Apple Pie Trees and Hamburger Patches. For over 20 years, McDonaldland was featured in everything from games to movies, and the characters developed a devoted fan following. Now the gang is back together, and fans can rediscover the epic world and its characters or experience it for the first time – all through the meal.

• Stop #4: Show Your McDonaldland Pride

The campaign will feature luggage tags from Away. (Courtesy: McDonald’s)

Grab limited-edition merch from our collaborations with PacSun on Aug. 12, featuring sweat sets and graphic tees as colorful as McDonaldland itself, and Away, including complimentary luggage tags and bag charms with any purchase at Away retail locations from Aug. 18 onward, while supplies last. Now you can carry a piece of McDonaldland magic wherever you go.

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I’ll have more on the campaign and the history of McDonaldland in the coming days.