Of Hamburglars and Kings: Is it Time for McDonald’s to Ditch the Fast Food Mascot? (Op Ed)

McDonald’s reinvention of the Hamburglar recently made waves throughout the advertising industry after the chubby cartoon bandit was reintroduced as a grown man, complete with a hipster haircut and a family. But if the initial reaction is any indicator, McDonald’s attempt at brand revitalization has fallen well short of the mark.

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