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McDonald's
Ronald McDonald first appeared in 1963. Since then, he's become one of the most recognized characters in the world. His story reflects changing attitudes about marketing to children, corporate responsibility, and the role fast food mascots play in American culture. Here's how a guy in a clown suit built an empire and survived decades of controversy.
1963
Willard Scott created Ronald McDonald as a mascot for McDonald's franchises in Washington, D.C. Scott had played Bozo the Clown on local TV until 1962. When that show ended, franchise owner Oscar Goldstein asked him to build a new character.
The first Ronald looked strange by today's standards. He wore a red and yellow striped suit with a tray on his head like a hat. The tray held a hamburger, fries, and a milkshake. Another tray hung around his waist.
1965
Ronald McDonald appeared on national TV for the first time during the 1965 Macy's Thanksgiving Day Parade. He also showed up during the 1965 NFL Championship Game. The character moved beyond local markets and became McDonald's official mascot.
1966
Circus performer Coco the Clown (Michael Polakovs) redesigned Ronald's appearance. He created the red hair, white face paint, yellow outfit, and oversized red shoes that became Ronald's signature look.
This newest version of the Ronald McDonald balloon floated through the 1966 Macy's Thanksgiving Day Parade.
1970-1971
McDonald's hired Needham, Harper & Steers to expand Ronald's world into McDonaldland. The first commercial aired in January 1971.
The original cast included villains. Hamburglar debuted in March 1971. Evil Grimace and Captain Crook constantly tried to steal McDonald's food. Ronald stopped them every time.
Grimace started as a purple monster with four arms. Each arm represented a shake flavor: strawberry, chocolate, vanilla, and a fourth rotating flavor, like Shamrock. Filming with four arms proved too difficult, so animators gave him two arms instead. He transformed from villain to Ronald's loyal friend.
The Fry Gobblins (later renamed Fry Guys, then Fry Kids) appeared in 1972.
1973
Sid and Marty Krofft sued McDonald's in 1973. They claimed McDonaldland copied their television show, H.R. Pufnstuf. The courts agreed. McDonald's paid damages and retired Mayor McCheese from the McDonaldland lineup.
1974
The first Ronald McDonald House opened in Philadelphia, Pennsylvania. This is when Ronald McDonald started appearing with sick children to promote awareness and to give sick children a little happiness.
The house came from a real need. Four-year-old Kim Hill was battling leukemia. Her father, Fred Hill, played for the Philadelphia Eagles. Dr. Audrey Evans, a pioneering oncologist at Children's Hospital Philadelphia, championed the idea. McDonald's owner/operators in Philadelphia donated Shamrock Shake sales proceeds to buy the first house.
The concept was so successful that by 1979, ten more houses had opened.
1980s
Mayor McCheese, Officer Big Mac, Captain Crook, and the Professor were used until 1985, then phased out. McDonald's focused on the core cast: Ronald McDonald, Grimace, Hamburglar, and the Fry Guys.
The Hamburglar got a major redesign in 1985. He changed from a trollish old man to a red-headed child who looked like Dennis the Menace. He wore a shorter-brimmed hat and a black cape with yellow inside. His unintelligible muttering became the familiar "robble robble".
But Ronald McDonald's appearance stayed largely the same.
1987
Ronald McDonald House Charities (RMHC) was established. The organization would grow to support families with sick children worldwide.
2002
The Thai version of Ronald McDonald was created by local franchise McThai as part of a "McThai in the Thai Spirit" campaign. Today, the Thai Ronald continues to greet people with the traditional wai gesture of both hands pressed together.
In Japan, Ronald McDonald is called "Donald McDonald" (Donarudo Makudonarudo) because of pronunciation differences and to avoid confusion with Ranald MacDonald, the first English teacher in Japan.
In China, children refer to Ronald as "Uncle McDonald" (Màidāngláo Shūshu) out of respect for him as an adult.
2003
McDonald's slowly phased out the McDonaldland characters, including Ronald McDonald. The company changed marketing campaigns to appeal to more adult consumers.
2010
Corporate Accountability International suggested Ronald McDonald should retire because of childhood obesity concerns. McDonald's CEO Jim Skinner defended Ronald, saying there were no plans to retire him. He called Ronald McDonald "an ambassador for good".
2014
McDonald's announced Ronald McDonald would get a whole new look. His jumpsuit was dropped for yellow cargo pants, a vest, and a red-and-white striped rugby shirt. He kept his classic clown shoes.
The Hamburglar was also redesigned in 2015 as a grown man wearing a fedora, a mackintosh jacket over a black-and-white t-shirt, black jeans, high-top sneakers, and designer stubble.
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2016
"Creepy clown" sightings were reported across the United States, Canada, Australia, and other countries. In October 2016, McDonald's announced it would limit Ronald McDonald's public appearances.
The company stated: "McDonald's and franchisees in the local markets are mindful of the current climate around clown sightings in communities and as such are being thoughtful in respect to Ronald McDonald's participation in community events for the time being".
The Chicago Tribune reported that Corporate Accountability International had been petitioning McDonald's to remove Ronald from advertising, arguing the company marketed too aggressively to children.
2024-present
In April 2024, Ronald McDonald appeared next to Grimace at the McDonald's All-American Games in Houston, Texas. In summer 2024, Ronald attended the NASCAR Cup Series in Chicago as part of a partnership with driver Bubba Wallace.
And in 2025, Ronald and various other McDonaldland characters were brought back to promote the McDonaldland Meal.
At the character's height, there may have been as many as 300 full-time Ronald McDonalds working at McDonald's restaurants.
By the early 21st century, more than 360 Ronald McDonald Houses existed around the world. In 2022, McDonald's customers and franchisees donated over $182 million to RMHC, which provided 2.2 million overnight stays.
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