McDonaldLand Cookies
Cookie box, 1975
Cookie packaging from McDonaldland, “a fantasy world used in a large collection of McDonald’s commercials from 1971 to 2003, featuring a magical world setting inhabited by many quirky characters. They vary from clowns, animals and strange creatures, to food items.” (McDonald’s Wiki)
The front of the box with the “convenient handle” shows Ronald McDonald and his gang: Captain Crook, Officer Big Mac, Mayor McCheese, and Hamburglar. The type is Hoopla, an amorphous film typeface that probably originated at Lettergraphics. PLINC’s earlier (?) Scorpio from 1968 is virtually identical, except for its slightly boxier bottoms in C or S.
Over on Flickr, Jason Liebig (@CollectingCandy) has shared several cookie box images from his astonishing collection of vintage packaging, including an evolution chart featuring the boxes from 1972, 1974, and 1975, and a full timeline from 1972 to 1987 — showing that Hoopla was around at least since 1972.
Flattened cookie box, 1972
In-store plastic sign, 1974, featuring another bottom-heavy typeface, Orbit, which also had a doppelgänger (precursor?) from PLINC, known as Village.
