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McDonalds Shows Off New Hamburglar and His #Dadbod


After a wretched past few years, McDonalds is trying some new things rather than relying on you simply lovin' it.

Mashable broke one of those things May 6 with the unveiling of the new Hamburglar.

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    You probably remember the Hamburglar like this:

    Cheezburger Image 8489256704
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    Via Mashable

    He was first introduced in 1975 and hasn't changed a whole lot since then.


  • 2

    But now, he's been remade for a new generation

    Cheezburger Image 8489258752
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    Via Mashable

    Because of McDonald's slipping sales figures, new CEO Steve Easterbrook put out a video presentation May 6 touting the need to create "brand excitement."

    Unfortunately, he didn't show much excitement himself and McDonald's stock fell in response.

    Look at this guy:


  • 3

    BACK TO THE NEW HAMBURLAR

    Cheezburger Image 8489261312
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    Via Mashable

    His new incarnation sports human-like features and a week's old beard. How fantastic.

  • 4

    #Dadbod

    Cheezburger Image 8489261568
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    Via Mashable

    Joel Yashinsky, McDonald's' Vice President of U.S. Marketing offered a deeper explanation to Mashable:

    "We felt it was time to debut a new look for the Hamburglar after he's been out of the public eye all these years. He's had some time to grow up a bit and has been busy raising a family in the suburbs and his look has evolved over time."

  • 5

    It really doesn't look too different from the "Fast Food Burger Thief" costume you can buy on Amazon

    Cheezburger Image 8489268480
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    Via Amazon


    Except the new guy has pants.

    Welcome to the future.

  • 6

    McDonald's further teased his appearance in a video on Twitter

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    Via McDonalds
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