In the first cycle of McDonaldland commercials beginning in 1971, Grimace was the "Evil Grimace", with two pairs of arms with which to steal milkshakes. After that first campaign, the character was revised to be one of the "good guys", and his number of arms was reduced to two. Today, Grimace is generally portrayed in McDonald's commercials and merchandise as a sort of well-meaning doofus, whose clumsy antics provide a comic foil to the serious clown Ronald McDonald. ~Taken From http://en.wikipedia.org/wiki/Grimace~
