Fast food chain McDonald's is attempting to woo adults back into its outlets in Japan with a gender-bending makeover.
Gone are the clown shoes and baggy overalls, swapped for red-and-white striped bikini
and flowing dress. thigh-length leggings and high heels.
Hidekazu Sato, the ad man behind the campaign, denies he's changed Ronald, insisting he just 'played around with his costume'.
'Customers are calling her the female Ronald but that was not our intention.'
It is not the first time McDonald's has played around with its image. Faced with falling sales last year, it abandoned the golden arches logo on posters and replaced it with a question mark to get consumers to reconsider its appeal.
For the full story go to the Guardian