Ronald McDonald

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Ronald McDonald
McDonald's character
MG 8571 (19492588742) (cropped).jpg
A Ronald McDonald costumed character in 2015
First appearance1963
Portrayed by Willard Scott (1963–1965)
Michael Polakovs (1965–1968)
Ray Rayner (1968–1969)
King Moody (1969–1985)
Squire Fridell (1985–1991)
Jack Doepke (1991–1999)
David Hussey (2000–2014)
Brad Lennon (2014–)
Voiced by Squire Fridell (Ronald McDonald and the Adventure Machine, The Adventures of Ronald McDonald: McTreasure Island)
Jack Doepke ( The Wacky Adventures of Ronald McDonald ; ep. 1–3)
David Hussey ( The Wacky Adventures of Ronald McDonald ; ep. 4–6, McKids Adventures: Get Up and Go with Ronald)
Bob Stephenson ( Logorama )
In-universe information
GenderMale
OccupationClown mascot for the McDonald's fast food chain
Home McDonaldland

Ronald McDonald is a clown character used as the primary mascot of the McDonald's fast-food restaurant chain. He inhabits the fictional world of McDonaldland, with his friends Mayor McCheese, the Hamburglar, Grimace, Birdie the Early Bird and The Fry Kids. [1]

Contents

Many people work full-time making appearances as Ronald, visiting children in hospitals and attending regular events. At its height, there may have been as many as 300 full-time clowns at McDonald's restaurants. [2] There are also Ronald McDonald Houses, where parents can stay overnight with their sick children in nearby chronic care facilities.

History

The television commercial debut of Ronald McDonald (1963)

Washington, DC

"Ronald McDonald, the Hamburger-Happy Clown" debuted in 1963 on three separate local television spots. The advertisements were created by the advertising agency of Oscar Goldstein, who doubled as a McDonald's franchisee in the Washington, D.C., area, and featured Willard Scott as Ronald. Scott had played Bozo the Clown on WRC-TV in Washington from 1959 to 1962 and was an employee of Goldstein at the time. [3] [4]

Scott, who went on to become NBC-TV's Today Show weatherman, recounted the creation of the character in his book Joy of Living:

At the time, Bozo was the hottest children's show on the air. You could probably have sent Pluto the Dog or Dumbo the Elephant over and it would have been equally as successful. But I was there, and I was Bozo ... There was something about the combination of hamburgers and Bozo that was irresistible to kids ... That's why when Bozo went off the air a few years later, the local McDonald's people asked me to come up with a new character to take Bozo's place. So, I sat down and created Ronald McDonald. [4]

McDonald's does not specify a creator of the character in its official statement of the character's history:

"The smile known around the world," Ronald McDonald is second only to Santa Claus in terms of recognition. (According to one survey, 96% of all schoolchildren in the United States of America recognize Ronald (stunning-stuff.com)). In his first television appearance in 1963, the clown was portrayed by Willard Scott.

On March 28, 2000, Henry Gonzalez, McDonald's Northeast Division President, thanked Scott for creating Ronald McDonald during a taped tribute to Scott on the Today Show.

Nationwide rollout

The character first appeared in national TV advertising in 1965, during the Macy's Thanksgiving Day Parade, and followed with spots during the 1965 NFL Championship Game. [5]

Circus performer Coco the Clown (real name Michael Polakovs) was hired in 1966 to revamp Ronald's image, creating the now familiar costume and make-up. [6]

In 2010, the Corporate Accountability International in Boston, Massachusetts, suggested Ronald McDonald should retire due to childhood obesity. [7] However, McDonald's CEO Jim Skinner said there are no plans to retire him. [8]

In April 2011, McDonald's announced that Ronald McDonald will reappear in their commercials, but Ace Metrix stated Ronald McDonald ads are no longer effective. [9] On May 18, 2011, Corporate Accountability International renewed their call to retire Ronald McDonald by running ads in major newspapers and launching several web pages dedicated to the retirement of the character. [10] However, McDonald's CEO Jim Skinner defended Ronald McDonald by saying that he is an ambassador for good and "it's all about choice". Shortly after, McDonald's announced that Ronald McDonald was "here to stay". [11]

In April 2014, McDonald's announced that Ronald McDonald would have a whole new look and new outfits. They also announced that he would be featured in their new commercials as well as on social media websites like Twitter. [12] As part of Ronald's makeover, his jumpsuit has been dropped in favor of yellow cargo pants, a vest and a red-and-white striped rugby shirt; his classic clown shoes remain part of the official uniform. [13] [14]

Actors

Willard Scott as Ronald McDonald, from the first of three pre-recorded television advertisements to feature Ronald Originalronaldmcdonald.jpg
Willard Scott as Ronald McDonald, from the first of three pre-recorded television advertisements to feature Ronald

At any given time, there are dozens to hundreds of actors retained by McDonald's to appear as Ronald McDonald in restaurants and events. It is assumed, however, that the company uses only one actor at a time to play the character in national television commercials. Following is a list of primary American Ronald McDonald actors.

Various forms of the name "Ronald McDonald" as well as costume clown face persona, etc. are registered trademarks of McDonald's. McDonald's trains performers to portray Ronald using identical mannerisms and costume, to contribute to the illusion that they are one character. McDonald's marketing designers and stylists changed elements of the Ronald McDonald character, persona, style, costume and clown face when they adopted the clown as a trademark.

Joe Maggard claim

An actor named Joe Maggard claimed to have performed as Ronald McDonald from 1995 to 2007, though these dates overlap with the portrayals by Jack Doepke and David Hussey. In a 2003 article by The Baltimore Sun , a spokesperson for McDonald's said that Mr. Maggard was simply a stand-in for Ronald for one commercial shoot in the mid-1990s, and stated that "he is definitely not Ronald McDonald." [20]

International localization

In Thailand, Ronald McDonald greets people in the traditional Thai wai greeting gesture of both hands pressed together. The Thai version of the company mascot was created in 2002 by the local Thai franchise, McThai, as part of a "McThai in the Thai Spirit" campaign. The figure has also been exported to India and other countries where a similar gesture is used. [21] In China, out of respect for Ronald McDonald as an adult, children refer to him as "Uncle McDonald" (麦当劳叔叔; Màidāngláo Shūshu). In Japan, Ronald McDonald is called "Donald McDonald" (ドナルド・マクドナルド, Donarudo Makudonarudo) due to a lack of a clear "r" sound in Japanese enunciation. [22]

Licensed works

The original Ronald McDonald as pictured on the United States trademark application filed in 1967 RonaldMcDonald-trademarkia-originaltrademark1967.jpg
The original Ronald McDonald as pictured on the United States trademark application filed in 1967

Books

Charlton Comics obtained the license to publish four issues of a Ronald comic sold on newsstands in 1970–1971. [23] Over the years, several giveaway comics have also been produced starring the character. [24]

Ronald (with Grimace) appeared in the 1984 Little Golden Book Ronald McDonald and the Tale of the Talking Plant, which was written by John Albano and illustrated by John Costanza. [25]

In 1991, Ronald appears in the Discover the Rainforest activity book series consisting of Paint It Wild: Paint & See Activity Book, Sticker Safari: Sticker and Activity Book, Wonders in the Wild: Activity Book, and Ronald McDonald and the Jewel of the Amazon Kingdom: Storybook, which are written by Mike Roberts and Russell Mittermeier, Gad Meiron, and Randall Stone, and illustrated by Donna Reynolds and Tim Racer, in which he is seen here as a nature show host and tour guide. [26] [27]

Animation

A Japanese Ronald McDonald costumed character. In Japan, he is named "Donald McDonald". Ronald McDonald cheers during the Special Olympics opening ceremony at Kadena Air Base in Okinawa, Japan, Nov 111105-F-ZT401-232 (cropped).jpg
A Japanese Ronald McDonald costumed character. In Japan, he is named "Donald McDonald".

In 1987, Ronald McDonald (with Birdie, Hamburglar, Grimace and the Professor) appeared in an eight-minute animated short film titled Ronald McDonald and the Adventure Machine, which was only shown during birthday parties at McDonald's restaurants.

In 1990, a 40-minute animated direct-to-video film titled The Adventures of Ronald McDonald: McTreasure Island and produced by DIC Entertainment was released on VHS by Hi-Tops Video.

From 1998 until 2003 a series of direct-to-video animated episodes titled The Wacky Adventures of Ronald McDonald and produced by Klasky Csupo were released in participating McDonald's worldwide on VHS.

Video games

Ronald McDonald is the protagonist of three video games: Donald Land , developed by Data East for the Famicom console, released only in Japan in 1988; [28] McDonald's Treasure Land Adventure , developed by Treasure for the Mega Drive console and released in 1993; [29] and Ronald McDonald in Magical World, developed by SIMS for the Game Gear handheld, released only in Japan in 1994. [30] Interestingly, when the cartridge is inserted into a Western Game Gear, the game will automatically play in English and Ronald's original English name is also retained. [31]


He is also featured in two more video games: M.C. Kids for NES, Game Boy, C64, Amiga, Atari ST, and MS-DOS; and Global Gladiators for Genesis, Master System, Game Gear and Amiga.

Ronald McDonald statue (right) at a military base in Southwest Asia SouthwestAsiaRonnie.jpg
Ronald McDonald statue (right) at a military base in Southwest Asia


Film

Ronald McDonald appears for a few seconds in the 1988 film Mac and Me during a birthday scene set at a McDonald's. He is played by Squire Fridell, but is credited as "Ronald McDonald as himself". He won a Golden Raspberry Award for Worst New Star for his appearance in the film. The character also prominently appears in the theatrical trailer for the film. [32]

Subversion

Ronald McDonald's prominence has made him a symbol for McDonald's as well as Corporate America, capitalism and globalization.[ citation needed ] His costume and iconography are often appropriated by protestors and artists wishing to subvert the icon and communicate an anti-corporate message. For example, in 2000, protestors in Hong Kong dressed as Ronald McDonald to protest the labor policies of McDonald's in China. [33]

In 2010, the Oscar-winning animated short Logorama prominently featured a depiction of Ronald McDonald as a criminal on the run from the police. [34]

Criticism and 2016 appearances

Critics claimed that a clown mascot targeting children for fast food is unethical. A group of 550 physicians and other health professionals took out newspaper ads in 2011, saying that Ronald McDonald should be retired. [35]

Ronald McDonald made fewer appearances since 2016 due to the 2016 clown sightings. However, as of 2017, he was still appearing at live events and on social media. [36]

Related Research Articles

<span class="mw-page-title-main">Clown</span> Comic performer often for childrens entertainment

A clown is a person who performs comedy and arts in a state of open-mindedness using physical comedy, typically while wearing distinct makeup or costuming and reversing folkway-norms. Clowns have a varied tradition with significant variations in costume and performance. The most recognisable clowns are those that commonly perform in the circus, characterized by colorful wigs, red noses, and oversized shoes. However, clowns have also played roles in theater and folklore, like the court jesters of the Middle Ages and the jesters and ritual clowns of various indigenous cultures. Their performances can elicit a range of emotions, from humor and laughter to fear and discomfort, reflecting complex societal and psychological dimensions. Through the centuries, clowns have continued to play significant roles in society, evolving alongside changing cultural norms and artistic expressions.

<span class="mw-page-title-main">McDonaldland</span> Fast food-themed media franchise and fictional world

McDonaldland is a McDonald's media franchise and the fictional fantasy world inhabited by Ronald McDonald and his friends. Starting with the creation of Ronald McDonald in 1963, it is primarily developed and published by McDonald's. Initial attempts to expand the McDonaldland universe by marketing agency Needham, Harper & Steers were seemingly retconned due to legal issues, but ongoing aspects were expanded in McDonald's projects in collaboration with Data East, Virgin Interactive, Treasure, SEGA, and Klasky Csupo.

<span class="mw-page-title-main">Bozo the Clown</span> Fictional childrens character

Bozo the Clown, sometimes billed as "Bozo, The World's Most Famous Clown", is a clown character created for children's entertainment, widely popular in the second half of the 20th century. He was introduced in the United States in 1946, and to television in 1949, later appearing in franchised television programs of which he was the host, where he was portrayed by numerous local performers.

<span class="mw-page-title-main">Happy Meal</span> Childrens meal sold by McDonalds

A Happy Meal is a kids' meal usually sold at the American fast food restaurant chain McDonald's since June 1979. A small toy or book is included with the food, both of which are usually contained in a red cardboard box with a yellow smiley face and the McDonald's logo. The packaging and toy are frequently part of a marketing tie-in to an existing television series, film or toyline.

<span class="mw-page-title-main">Willard Scott</span> American weather presenter and television personality (1934–2021)

Willard Herman Scott Jr. was an American weather presenter, radio and television personality, actor, narrator, clown, comedian, and author, whose broadcast career spanned 68 years, 65 years with the NBC broadcast network. Scott is best known as a weather reporter on NBC's Today show where he also celebrated US centenarian birthdays and notable anniversaries. Scott was the creator and original performer of McDonald's mascot clown Ronald McDonald.

<span class="mw-page-title-main">Pinto Colvig</span> American voice actor

Vance DeBar Colvig Sr., known professionally as Pinto Colvig, was an American voice actor, cartoonist, and circus and vaudeville performer whose schtick was playing the clarinet off-key while mugging. Colvig was the original performer of the Disney characters Goofy and Pluto, as well as Bozo the Clown. In 1993, he was posthumously made a Disney Legend for his contributions to Walt Disney Films, including Snow White and the Seven Dwarfs and Fun and Fancy Free.

<span class="mw-page-title-main">Nicolai Poliakoff</span> Russian clown (1900–1974)

Nicolai Poliakoff OBE was the creator of Coco the Clown, arguably the most famous clown in the United Kingdom in the mid-20th century.

Lawrence Weiss, better known by the stage name Larry Harmon and as his alter ego Bozo the Clown, was an American entertainer. Weiss had four children, including filmmaker Jeff Harmon.

<i>M.C. Kids</i> 1992 platform video game

M.C. Kids is a 1992 platform video game developed and published by Virgin Interactive. It was initially released for the Nintendo Entertainment System in February 1992 in North America, and by Ocean Software in May 1993 in Europe. As a licensed product for the McDonald's fast food restaurant chain, the game stars two children named Mack and Mick who venture into the fantasy world of McDonaldland in order to return Ronald McDonald's magical bag which has been stolen by the Hamburglar. The game was created by four people in eight months: Darren Bartlett Gregg Iz-Tavares and Dan Chang (programming) and Charles Deenen (audio).

<i>Donald Land</i> 1988 video game

Donald Land (ドナルドランド) is a 1988 platform video game produced by Data East in association with the McDonald's Corporation for the Family Computer, based on the McDonaldland franchise.

<i>The Bozo Show</i> Television series

The Bozo Show was a locally produced children's television program that aired on WGN-TV in Chicago and nationally on what is now NewsNation. It was based on a children's record-book series, Bozo the Clown by Capitol Records. The series is a local version of the internationally franchised Bozo the Clown format and is also the longest-running in the franchise. Recognized as the most popular and successful locally produced children's program in the history of television, it only aired under this title for 14 of its 40+ years: other titles were Bozo, Bozo's Circus, and The Bozo Super Sunday Show.

<span class="mw-page-title-main">Roy Brown (clown)</span> American TV personality, puppeteer and clown

Roy Thomas Brown was an American television personality, puppeteer, clown and artist known for playing "Cooky the Cook" on Chicago's Bozo's Circus.

<span class="mw-page-title-main">Lennie Weinrib</span> American actor

Leonard Weinrib was an American actor, comedian and writer. He is best known for playing the title role in the children's television show H.R. Pufnstuf, Grimace in McDonaldland commercials, the title role in Inch High, Private Eye, the original voice of Scrappy-Doo on Scooby-Doo and Scrappy-Doo, Hunk and Prince Lotor on Voltron, and Bigmouth on The Smurfs. He also was the voice for Timer in the "Time for Timer" ABC public service announcements in the early 1970s.

<i>McDonalds Treasure Land Adventure</i> 1993 video game

McDonald's Treasure Land Adventure is a 1993 platform game developed by Treasure and published by Sega for the Sega Genesis. Based on the McDonald's fast food restaurant chain, specifically its McDonaldland marketing campaign, players control Ronald McDonald in his efforts to retrieve the missing pieces of a map that lead to the location of a buried treasure from a group of villains. Ronald can defeat enemies by using a magic attack and can latch onto hooks with his scarf to reach higher platforms.

<span class="mw-page-title-main">Squire Fridell</span> American actor

Squire Fridell is an American retired actor, author, and winemaker who appeared in over three thousand television commercials; he also appeared as Ronald McDonald in McDonald's commercials from 1985 to 1991.

<span class="mw-page-title-main">Don Sandburg</span>

Don Sandburg was an American writer, actor, and producer who worked in television, most notably as producer of The Banana Splits for Hanna-Barbera as well as WGN-TV's Bozo's Circus.

The Teenie Beanies are miniature Beanie Babies that were offered as McDonald's promotions in Happy Meals from 1997-2000.

<i>The Wacky Adventures of Ronald McDonald</i> 1998 animated series

The Wacky Adventures of Ronald McDonald is an American animated mini-series of retail direct-to-video episodes produced by Klasky Csupo in association with the McDonald's Corporation, centering on McDonald's mascot Ronald McDonald and the gang in McDonaldland. A total of six 40-minute episodes were produced and released on VHS with five of them being available exclusively in participating McDonald's restaurants from October 9, 1998 to January 30, 2003.

<span class="mw-page-title-main">Michael Polakovs</span> American clown (1923–2009)

Michael Polakovs was a Latvian-born American circus clown and actor, who performed in the US under the name of Coco the Clown, a moniker that his father, Nicolai Poliakoff, had made famous in Europe.

<span class="mw-page-title-main">Grimace Shake</span> Promotional milkshake sold by McDonalds

The Grimace Shake was a berry-flavored milkshake sold at McDonald's restaurants in the United States from June 12 to July 9, 2023. The Grimace shake celebrated the 52nd birthday of Grimace, the purple milkshake-loving character from McDonaldland.

References

  1. ↑ Bellomo, Mark (2016-10-04). "A Brief History of McDonaldland and the Toys (and Lawsuit) It Spawned". Mental Floss . Archived from the original on 2019-07-08. Retrieved 2017-07-10.
  2. ↑ Heller, Karen (30 March 2018). "It's the worst time in history to be a clown. They just want you to love them again". The Washington Post . Archived from the original on 29 June 2019. Retrieved 2 April 2018.
  3. ↑ "McDonald's sends in the clown, again". USA Today . December 10, 2001. Archived from the original on November 13, 2016. Retrieved November 7, 2017.
  4. 1 2 "Big Burger Business: McDonald's and Burger King". Heavyweights. Season 2. Episode 3. 2008-04-21. Food Network. Archived from the original on 2008-10-12.
  5. ↑ Cross, Mary (2002). A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture. Greenwood Press. pp. 146–147. ISBN   978-0313314810 . Retrieved 4 September 2020.
  6. ↑ Bone, James (28 December 2009), "Michael Polakovs: Circus Clown", The Times, London, archived from the original on 23 May 2010, retrieved 2 August 2010
  7. ↑ "Local Group Wants Ronald McDonald To Retire". wbztv.com. Archived from the original on 4 April 2010. Retrieved 14 January 2022.
  8. ↑ McDonald's says no way Ronald will retire, Yahoo!, archived from the original on 25 May 2010, retrieved 2 August 2010
  9. ↑ Gasparro, Annie (April 7, 2011), "McDonald's Puts Ronald Back to Work", The Wall Street Journal, archived from the original on 29 September 2017, retrieved 2 April 2011
  10. ↑ Rexrode, Christina (2011-05-19). "Midlife crisis for Ronald McDonald?". The Sun News . Associated Press. Archived from the original on 2012-09-12. Retrieved 2011-05-19.
  11. ↑ McDonald's Says Ronald Is Here to Stay, McDonalds.com, archived from the original on 12 June 2011, retrieved 18 May 2011
  12. ↑ Ronald McDonald Loses Jumpsuit and Joins Twitter, 24 April 2014, archived from the original on 24 April 2014, retrieved 24 April 2014
  13. ↑ Ronald McDonald gets a new look; Twitter says, 'NotLovinIt', 2014-04-25, archived from the original on 2014-04-26, retrieved April 25, 2014
  14. ↑ Williams, Alex (24 April 2014). "Ronald McDonald Officially A Hipster". WebProNews. Archived from the original on 26 April 2014. Retrieved 26 April 2014.
  15. ↑ "McDonald's plans a Ronald revival". The Baltimore Sun. 2 June 2003. Archived from the original on 20 September 2018. Retrieved 31 July 2017.
  16. 1 2 3 "Origins Of Ronald McDonald & McDonaldland". Beneath The Golden Arches (Archived). SimonsWebsite.co.uk. 2008. Archived from the original on 2012-02-25. Retrieved 9 July 2020.
  17. ↑ "April 25 in LGBTQ History | THE LAVENDER EFFECT®". 25 April 2013. Archived from the original on 2020-07-11. Retrieved 2020-04-22.
  18. ↑ "Bio Details (Squire)". GlenLyon Vineyards & Winery. Archived from the original on September 16, 2018. Retrieved March 22, 2020.
  19. ↑ Province, Ben (October 19, 2011). "MBU Runs for Ronald". Malibu Times. Archived from the original on January 15, 2013. Retrieved April 25, 2012.
  20. ↑ Leung, Shirley (2 June 2003). "McDonald's plans a Ronald revival". The Baltimore Sun. Archived from the original on 20 September 2018. Retrieved 31 July 2017.
  21. ↑ Rungfapaisarn, Kwanchai. "Ronald's 'wai' to hit the States." The Nation (Thailand), September 18, 2002
  22. ↑ "Ronald and Donald McDonald keep their cultural identities". Seattle Post-Intelligencer, December 17, 1996
  23. ↑ "Play Chess Online - oddballcomics.com". oddballcomics.com. Archived from the original on 2020-06-23. Retrieved 2020-06-21.
  24. ↑ "Ronald McDonald and the Fries Farmers". Archived from the original on 2011-07-27. Retrieved 2010-04-14.
  25. ↑ "JOHN ALBANO: JONAH HEX and RONALD McDONALD!". Archived from the original on 2011-07-11. Retrieved 2010-04-14.
  26. ↑ "1991 Discover Rain Forest Book - McDonalds Happy Meal Giveaway #2". eBay. Archived from the original on 2019-06-07. Retrieved 2020-06-21.
  27. ↑ "McDONALD'S Wonders in the Wild ACTIVITY BOOK Discover The Rain Forest 1991 rare". eBay. Archived from the original on 2020-06-22. Retrieved 2020-06-21.
  28. ↑ "Donald Land – Release Details". GameFAQs. Archived from the original on 13 March 2019. Retrieved 8 January 2020.
  29. ↑ McDonald's Treasure Land Adventure Archived 2016-12-18 at the Wayback Machine gamefaqs.com February 05, 2017
  30. ↑ Ronald McDonald in Magical World Archived 2009-12-09 at the Wayback Machine gamefaqs.com September 20, 2009
  31. ↑ "Donald no Magical World - The Cutting Room Floor". tcrf.net. Archived from the original on 2023-08-10. Retrieved 2023-08-10.
  32. ↑ Maltin, Leonard (2003). Leonard Maltin's Movie and Video Guide 2004 . Signet. ISBN   0-451-20940-0.
  33. ↑ Smith, Andrew F. (2016). Fast Food: The Good, the Bad and the Hungry. Reaktion Books Ltd. ISBN   9781780236094.
  34. ↑ "LOGORAMA". YouTube . 2010. Archived from the original on 2021-12-12.
  35. ↑ "It's Time for McDonald's To Retire Ronald". CBS News. 19 May 2011. Archived from the original on 2021-12-23. Retrieved 2021-12-22.
  36. ↑ "The untold truth of McDonald's". Mashed. 20 June 2017. Archived from the original on 1 November 2020. Retrieved 3 November 2020.

Further reading

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