Ronald McDonald has a new look, and he's ready for a selfie.

McDonald's said Wednesday its famous spokesclown will take an active role on social media for the first time, using the hashtag #ronaldmcdonald. The move marks a turnaround from recent years, when the red-haired mascot faded to the background as McDonald's came under criticism for using him to market to children.

 

But the world's biggest hamburger chain seems ready to give its clown a higher-profile role as it works to boost weak sales.

 

The company says Ronald McDonald won't have his own Twitter handle, but that it will post photos and videos of him on its existing social media accounts. The clown, known for his painted-on smile and baggy yellow jumper, will also appear in TV ads later this year wearing new clothes, including cargo pants and a vest. Other photos of him posted by McDonald's on Wednesday showed him wearing a red sports coat over the cropped pants.

 

"His iconic big red shoes will remain the same," McDonald's said in a statement.

 

"Selfies ... here I come! It's a big world and now, wherever I go and whatever I do ... I'm ready to show how fun can make great things happen," McDonald's quoted the fictional clown as saying.

Read more at the Associated Press