Meet the new Ronald McDonald.
These days, the spokesclown for McDonald's Corp. has been relegated mostly to the nonprofit Ronald McDonald House Charities, in part to make him a smaller target for activists who accuse the company of using him to market unhealthy fast food to kids. But starting in June, he'll take a bigger role in McDonald's social media channels to promote its new "Fun makes great things happen" campaign.
For that, Ronald needs some new clothes.
He's showing off two new outfits at McDonald's annual worldwide franchisee meeting April 28 in Orlando, Fla. Ronald's last wardrobe update came in 2005.
The new look is the work of Ann Hould-Ward, a Tony award-winning theatrical designer who created costumes for Broadway productions including "Beauty and the Beast" and "Into the Woods."
"We've been working on his new clothes for probably close to two years," said David Zlotnik, McDonald's director of global marketing.
Lorene Yue is a reporter for Crain's Chicago Business.