McDonald’s are looking into giving a boot to their all-time brand symbol in the future. Ronald McDonald who’s been in charge of welcoming kids in front of every restaurant for the last 48 years is about to retire, www.pedestrian.tv reports.

According to Danya Proud, a spokesperson for the McDonald’s US, the brand is moving towards greener and healthier menu and image, while the clown who is traditionally associated with classic McDonald’s menu (burgers and fries and Happy Meals) no longer fits in.

On the other side, McDonald’s live symbol’s name is present in many campaigns by the brand (such as Ronald McDonald House), so, McDonald’s is more likely to ‘slowly move the character out of limelight’, than really retire him one day.

Ronald McDonald has been a subject of a debate in American society for the last several years. While some people call to get rid of this character as he represents McDonald’s intention to reach kids under 8 years and persuade them to make unhealthy food choices, others advocate for Ronald as an all-time icon and a kind friend of American kids.

Speaking of Ronald McDonald today, he is safe and sound and carries on his everyday mission. Ronald has become a title character of a new TV campaign by McDonald’s encouraging kids to upload their photos at www.happymeal.com and create the photos with Ronald, according to USAToday.

Speaking of the latest campaign, Dean Barrett, McDonald’s marketing officer, said, «Kids today live in a digital world. You have to speak to kids in a digital language to connect.»

As always, any appearance of this character playing and having fun with kids, has brought up sheer debate. While Ronald’s antagonists speak critically of the brand’s move to market directly to kids, Marlena Peleo-Lazar, global chief creative officer says, «Ronald’s job is to promote joy, fun and the spontaneity of the brand. He never does a hard sell.»

According to reuters.com, the brand has announced the greatest hiring in its history: McDonald’s plans to hire up to 50,000 new U.S. workers on a single day—April 19. The vacancies range from restaurant personnel to managers.