What’s old is new. The marketing mayvens at the world’s most popular restaurant, McDonald’s, is re-branding more than its food.

The question: Where has McDonald’s iconic impish character, the Hamburglar been for the past 13 years?

A, On extended hiatus

B, Remaining under the radar while working with McDonald’s ‘Undercover Boss’ program

C, getting older, getting buff, getting a new fan base

Well, he’s back in a different form, a little older (and maybe wiser?) The updated mascot, it has been said, looks like he has been ‘ripped right from an autumn Gap ad’. He has seen a dentist, had a tremendous growth spurt and married up. Hamburglar has morphed into a somewhat socially acceptable character that walks the line between sexy and slightly scary.

The neo-burglar has taken on the persona of a suburban dad with a Lone Ranger mask and some designer stubble on his face. No longer the meat addicted scofflaw who scared children into veganism with furtive gestures while being pursued by the so-called law, (Big Mac) but a stylish backyard grillin’ and chillin’ dad who’d rather take advantage for a limited time only, of the latest burger at his favorite place to eat.

The transformation could have been the focus of a whole episode of Extreme Makeover, advertising icon edition.

What’s next? Will the Pillsbury doughboy join a gym to stop jerks from poking his gut?