Nostalgic McDonaldland Meal brings back classic McDonald's characters

NEW YORK (WABC) -- When it comes to nostalgia, "Nobody can do it like McDonald's can," as the chain's classic commercial jingle went.

Two years after its Grimace Birthday Shake campaign morphed into a viral sensation, McDonald's is embracing its heritage again by bringing back its iconic collection of McDonaldland characters for the first time in decades as part of a new McDonaldland Meal that arrives in stores on Aug. 12.

"McDonaldland and its characters are not only legendary, but deeply nostalgic - this is why they are so enduring, so we created the meal in response to fans' eagerness to be immersed in the world and to see the characters reunite," a representative for McDonald's said in an email interview.

A centerpiece of the campaign will be a limited-edition Mt. McDonaldland Shake. The blue-and-pink shake was described by the Chicago-based chain as "a secret concoction" that plays off the volcano - with blue lava and pink clouds - that sits on Grimace Island in the fictional McDonaldland, first introduced in commercials in 1971 and soon extended into restaurant dining rooms and PlayPlaces with characters like Mayor McCheese, the Hamburglar, the Apple Pie Tree and in later years, Birdie.

The meals also come with swag: Six tins with postcards, stickers and more, each with a different McDonaldland character. Of course, the campaign includes Ronald McDonald himself, who was introduced in 1963, eight years before the McDonaldland campaign was launched.

The characters had largely faded from public view in recent years, but remained a source of nostalgia and curiosity. The continued interest in the characters prompted the chain to make a return visit to McDonaldland.

"We brought back the beloved McDonaldland crew in response to strong fan interest. For years, fans have been sharing their favorite McDonaldland memories in social and diving deep into character lore. This campaign offers consumers a nostalgic opportunity to reconnect with the characters they grew up with, or discover them for the first time," the representative said.

The campaign includes a new television commercial that reimagines the original 1971 commercial that introduced McDonaldland to audiences.

The campaign also extends to a merchandise collaboration with PacSun and Away Luggage, which includes complimentary luggage tags and bag charms with any purchase at Away retail locations starting Aug. 18.