McDonald’s is bringing back its beloved McDonaldland brand after more than two decades, launching a new themed meal and merchandise line inspired by the whimsical characters and settings from its iconic fictional universe.
Starting August 12, the fast-food chain will debut the McDonaldland Meal, which includes collectible souvenir tins filled with postcards and stickers featuring classic characters like Grimace and Birdie, according to a company news release.
Each meal will include a choice of a Quarter Pounder with Cheese or a 10-piece Chicken McNuggets, fries, and a mystery-flavored Mt. McDonaldland Shake. The shake is a playful nod to the fantasy world’s volcano, blue lava, and pink clouds, the company said.
McDonald’s is also teaming up with lifestyle brands Pacsun and Away to launch limited-edition McDonaldland merchandise. Items such as sweat sets and luggage tags will be available beginning August 12.
“There’s an entire magical world of McDonaldland filled with characters, places, and lore,” said Jennifer “JJ” Healan, vice president of brand, content, and culture at McDonald’s USA. “We are taking fans on a trip to McDonaldland with an immersive experience that taps into the past to create the future.”
Originally introduced in 1971, McDonaldland was home to Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese, and the Fry Friends. The characters were featured in marketing campaigns, games, and movies for decades before the theme was gradually retired.
The revival comes on the heels of other recent brand nostalgia efforts. In 2023, McDonald’s launched a limited-time Grimace Birthday Meal, which drove increased customer traffic and social media engagement.
Looking ahead, the company also plans to expand its menu offerings. Beginning September 2, over 500 U.S. locations will introduce new drink options including cold brews and refreshers, continuing McDonald’s strategy to modernize and diversify its offerings.