McDonald’s Revives McDonaldland For a New Generation

Peak summer is upon us, and this is the time of the year reserved for trips to Six Flags, Universal Studios, Disney World, Disneyland, and … McDonaldland?

That’s right: McDonald’s, the fast-food company known for its famed “Golden Arches,” is tapping back to its history with its latest promotion, inviting fans to a whimsical world featuring a colorful cast of legendary, timeless, and cherished characters being celebrated with an all-new McDonaldland Meal, starting Aug. 12.

Available for a limited time, the meal consists of the company’s signature fries, a choice of a Quarter Pounder With Cheese or 10-piece Chicken McNuggets, and a limited-edition Mt. McDonaldland Shake. The volcano-looking shake, which has a surprise flavor, is inspired by what McDonald’s calls “the vibrant blue ‘lava’ and pink clouds of Mt. McDonaldland.”

The company says visitors to McDonaldland will also be able to collect six exclusive collectible tins featuring postcards, stickers, and more, each inspired by the different characters: Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese, and the Fry Friends.

With this latest nostalgic promotion, led by creative agency Wieden+Kennedy New York, McDonald’s is taking fans back in time, specifically to the 1970s, to a fictional fantasy world that includes themed play places, animated series, and burger-shaped seats in restaurants.

“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. There’s an entire magical world of McDonaldland filled with characters, places, and lore,” said Jennifer “JJ” Healan, McDonald’s vice president, U.S. marketing, brand, content, and culture. “And so, for the first time in decades, we are taking fans on a trip to McDonaldland with an immersive experience that taps into the past to create the future. It’s a chance for us to give fans a new, modern way to experience this magical world.” 

McDonald’s

This is the latest promotional effort for McDonald’s as it tries to come out on top of the value wars, which also involve Taco Bell, Burger King, Wendy’s, Popeyes, and Dunkin’.

Additional features of this promotion include a McDonaldland.com website where fans can access a trip itinerary, souvenir shop, new lore surrounding the iconic characters and locations, and more. 

There is also a new 30-second TV commercial, created to take viewers on a journey into the magical world, as well as an experiential summer tour with McDonaldland showing up at four events: ThriftCon (Denver), Breakaway Music Festival (Grand Rapids, Mich., and Worcester, Mass.), Watkins Glen International, and the Daytona 500.

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The brand will also launch a Fortnite takeover and a one-of-a-kind augmented reality experience on Snapchat.

McDonald’s is collaborating with clothing brand PacSun, offering fans the chance to grab T-shirts, hoodies, bucket hats, claw clips, and more beginning Aug. 12. The company is also partnering with lifestyle brand Away, and fans can receive complimentary luggage tags and bag charms with any purchase at Away retail locations beginning Aug. 18. 

Alyssa Buetikofer, who has been overseeing McDonald’s marketing efforts since January 2025, is steering the company through a turbulent time that saw its meal prices become unaffordable for many of its constituents.

To win back those customers, McDonald’s overhauled its value menu in January and has been showcasing special offerings featuring well-known personalities across its breakfast and full-day menus.

McDonald’s global sales in 2024 hit over $130 billion, with revenues up over $1 billion year-on-year.