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Ronald McDonald, the iconic clown mascot of McDonald’s since the 1960s, was once a prominent figure in the fast-food chain’s marketing and advertisements. Known for his yellow boiler suit, red wig, and oversized shoes, Ronald was often accompanied by other characters like Mayor McCheese, the Hamburglar, Grimace, Birdie the Early Bird, and The Fry Kids. However, around 2016, McDonald’s began phasing out Ronald McDonald as part of a broader move to cut characters, following a social media trend known as the “killer clown” craze.

This trend, sparked partly by a horror film marketing stunt, saw people dressing as clowns to scare others, sometimes armed with weapons. The phenomenon grew out of control, making clowns increasingly associated with fear and violence. As a result, McDonald’s decided to reduce Ronald’s public appearances, acknowledging the “current climate around clown sightings.” Although Ronald no longer features in UK advertisements, McDonald’s stated he continues to support the brand behind the scenes. The public’s perception of clowns has been influenced by real-life cases, like serial killer John Wayne Gacy, and fictional portrayals, such as Pennywise from IT and the murderous clown in American Horror Story.