(NEW YORK) — McDonald’s mascot is getting a makeover, switching his yellow jumpsuit for cargo pants and a vest.
Ronald McDonald will also be sporting a red-and-white striped rugby shirt, and on “special occasions,” he’ll don a red blazer with the company’s Golden Arches on the front pocket and a bow tie. However, he’ll still have his iconic big, red shoes.
The update is part of the fast food chain’s efforts to modernize the 51-year-old character and engage younger consumers. In addition to the wardrobe change, the clown will be taking on a role in the company’s social media channels using the hashtag #RonaldMcDonald.
“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,” said Dean Barrett, a senior vice president with McDonald’s. “Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant.”
The new clothes were created by theatrical designer Ann Hould-Ward.
In a statement, the company quoted Ronald as saying, “Selfies…here I come!”
Restaurant locations will be able to feature the made-over mascot in new in-store graphics, furniture, and other design elements. Television ads and other promotional materials will appear later in the year.
Copyright 2014 ABC News Radio
Seth Fiegerman, CNN