Sure he looks friendly, with his big smile, colorful jumpsuit and playful repartee. But get ready for some McAttitude.
Ronald McDonald - the iconic character that is not only a corporate mascot but also a global symbol of everything good and bad about America - is undergoing a makeover that will change his look, sense of humor and role at the fast-food chain.
"We're letting Ronald escape from the playpen," said Larry Light, McDonald's global chief marketing officer. "So, Ronnie is going through a retraining program - taking courses in humor that kids can look up to rather than adults look down at."