• by Teresa Buyikian , Yesterday

McDonald’s platform McDonaldland may be new, but the mythical place is filled with familiar faces from the burger chain’s past.

Beginning Aug. 12, McDonald’s customers are invited to McDonaldland, the fictitious home of all of its advertising mascots. A launch video, seen here, shows the characters in a surrealist world, with a guitar-playing Ronald McDonald joined by Grimace, Birdie, Hamburglar, and even the rarely seen Mayor McCheese.

The McDonaldland Meal launches Aug. 12, and includes a new, limited-edition Mt. McDonaldland Shake, which is “a secret concoction as enchanting as the world itself” with an undisclosed surprise flavor. The meal also contains a choice of a Quarter Pounder with Cheese or 10-piece Chicken McNuggets, fries, and a “souvenir”: one of six collectible tins with postcards, stickers and more, each displaying a different McDonald’s character.

"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," says Jennifer  Healan, McDonald's vice president, U.S. marketing, brand, content & culture, in a press release. "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.”

The chain says it first opened McDonaldland in 1971, when it  launched the characters in advertising, showing them living in a land of apple pie trees and hamburger patches.

Promoting the new platform, the brand will drop a limited-edition merchandise collection as a collaboration with sportwear brand Pacsun. Available beginning Aug. 12 on the McDonaldland site, the line includes sweat sets and graphic tees with retro designs featuring the McDonald’s characters. The brand has also partnered with travel accessory company Away Travel, which will give away complimentary luggage tags and bag charms featuring McDonald’s characters with any purchase at Away retail locations beginning Aug. 18, while supplies last.