Ronald McDonald is set for selfies with his new wardrobe and now active role within the fast food chain’s social media channels.
Throughout his social media journey with the hashtag #RonaldMcDonald, he aims to portray the message that “fun makes great things happen”.
"Ronald brings to life the fun of our brand by connecting with customers around the world, whether he's promoting literacy or spreading cheer at a Ronald McDonald House," Dean Barrett, senior vice president, global relationship officer, said.
"Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant."
Ronald McDonald’s iconic large red shoes will remain the same however he will don a bright red blazer for special occasions.
The designer behind his new wardrobe was theatrical designer Ann Hould-Ward, who said dressing Ronald McDonald was one of the highlights of her career.
“"I've worked with some really big names over the years and suiting up a living legend was a real thrill,” she said.
Ronald McDonald is also excited to get himself out there through social media.
"Selfies …here I come!” he said.
“It's a big world and now, wherever I go and whatever I do…I'm ready to show how fun can make great things happen.”
TVCs and other promotional executions later in the year are expected to sport the new-look Ronald McDonald.