As part of its turnaround plan to make people love McDonald’s again, the company has apparently decided to bring back the iconic Hamburglar — except he looks really, really different this time around. Gone is the freckled, mischievous little kid with a cheesy grin, and in his place is a fully grown adult man who looks like he might know a thing or two about casing the joint.
“We felt it was time to debut a new look for the Hamburglar after he’s been out of the public eye all these years,” Joel Yashinsky, McDonald's vice president of U.S. marketing, said in a statement. “He’s had some time to grow up a bit and has been busy raising a family in the suburbs and his look has evolved over time.”
We’re not sure who’s responsible for giving this guy a family to look after, but this evolution is probably going to go as well as the time Ronald McDonald got a new look.
The Hamburglar will return in television ads for McDonald’s new Sirloin Third Pound Burger, along with online videos and across the brand’s social media platforms.